Our polling shows stark age and gender divides in Super Bowl viewership motivations; Bad Bunny’s halftime performance is likely to draw young and Hispanic viewers but deter Republicans
In the weeks leading up to Super Bowl LX, Change Research polled Americans to explore why they watch the Big Game (if at all) and whether Bad Bunny’s halftime performance is driving them to tune in or change the channel.
The poll conducted January 13-19, 2026, interviewed 1,348 registered voters nationally as part of Change Research’s internal Compass Poll series, which informs the Change Research Data Portal.
Football dominates men’s viewing motivations, while women are more likely to watch for other reasons or skip the Super Bowl entirely
Americans are divided on the Super Bowl. While a narrow plurality (32%) tune in primarily for the game itself, nearly as many (29%) would “rather do anything else.” Among those who do watch, motivations vary beyond just football, including the halftime show (14%), commercials (13%), and social elements.
Viewing motivations differ sharply by gender and age. Men across all age groups watch primarily for the game, with this motivation strongest among men 50-64 (45%) and 65+ (58%). Women tell a different story. Younger women (18-34) are more likely to watch for the halftime show (39%), while women 65+ are more likely to skip the game entirely (37%).
Young and Hispanic viewers are drawn to Bad Bunny’s performance, though most Americans say it won’t affect whether they tune in
One in five voters say Bad Bunny’s halftime performance makes them more likely to watch it, with appeal concentrated heavily among younger Americans and people of color. Younger Americans are far more drawn to Bad Bunny’s performance than older Americans. Hispanic Americans are particularly enthusiastic, with over 40% saying his performance makes them more likely to watch. Black (28%) and AAPI Americans (28%) also show more interest than white Americans.
For a plurality of Americans, however, Bad Bunny is not a factor: 41% say his performance doesn’t affect their viewing plans, while 36% report it actually deters them from watching.
Bad Bunny drives Republicans away from the halftime show while most other voters remain unaffected by his performance
Nearly three in four Republicans (72%) say they are less likely to watch because Bad Bunny is headlining the halftime show, while more than a third of Democrats (37%) say his performance makes them more likely to tune in. For most Democrats (54%) and Independents (57%), however, Bad Bunny doesn’t affect their viewing decision.