135.4 million people watched Bad Bunny lead the Super Bowl halftime show. The largest audience in halftime history.

By Gaby Alcantara Diaz – Semilla Agency

135.4 million people watched Bad Bunny lead the Super Bowl halftime show. The largest audience in halftime history.

The “Benito Bowl” wasn’t just a cultural moment; it was an economic declaration. On the world’s biggest stage, Benito embodied Seguimos aquí (“We’re still here/We aren’t going anywhere”), showing that Latino culture unites millions across the Americas—together, we are América—and drives markets.

Immediately after halftime, Bad Bunny’s streams surged up to 7× on Apple Music, with multiple tracks topping global charts. Around the halftime announcement, his on-demand streams rose roughly 26%, proving how cultural visibility converts directly into commercial demand. Behind it all is a powerhouse audience: U.S. Latino consumers represent a $4.1 trillion economic engine, comparable to the GDP of the world’s largest economies.

The Super Bowl itself fuels massive local and national economies. Super Bowl LX in the Bay Area was projected to generate $370–$630 million in regional revenue through tourism, hospitality, jobs, and small business spending. Advertising spots commanded up to $10 million for 30 seconds, showing how star-driven moments power the broader economic ecosystem.

Brands see the impact. Partnerships like the NFL’s deal with Apple Music and Adidas’s collaborations with Bad Bunny signal strategic alignment with a demographic that buys, streams, and shapes global culture. Post-show data showed spikes across major U.S. cities and international markets, reinforcing Latinos as key drivers of digital consumption.

This is an economic reality.
“Que rico es ser Latino.”