Bad Bunny, When a Halftime Show Is More Than a Halftime Show

Bad Bunny’s selection as the Super Bowl halftime performer raises practical questions for brands. Does his presence drive awareness and help sales? Does featuring an outspoken Latino performer during the nation’s largest sporting event, at a time when Latinos are at the center of immigration raids, inject politics into brand marketing? Can a joyful, dance-driven reggaeton performance help change the narrative and connect with the broader market?

To answer that, ThinkNow conducted a nationally representative survey of 1,500 U.S. adults examining awareness, reaction, cultural meaning, and brand implications surrounding Bad Bunny’s Super Bowl appearance.

Download the full report here.

Awareness Is Broad, But Uneven

Awareness of Bad Bunny is solid but not universal. Just over 60% of U.S. adults say they know who he is, with awareness concentrated among Hispanics and Gen Z. Awareness that he is performing at the Super Bowl halftime show is highest among Hispanics, followed by non-Hispanic Whites, with only modest variation by age.

This establishes the baseline reality. Bad Bunny is mainstream, though not evenly so, and his strongest recognition remains rooted in Latino and younger audiences.

Initial reactions to Bad Bunny as the halftime performer are strongly positive among Hispanics and younger generations. Interest in watching the halftime show because of Bad Bunny follows the same pattern.

Culture, Politics, and the Moment We Are In

This Super Bowl lands at a tense cultural moment. Latinos are at the center of the current immigration raids, facing heightened enforcement, fear, and public scrutiny. Visibility has increased at the same time political rhetoric has hardened. Bad Bunny’s reggaeton-forward, dance-focused, joyful energy matters here. While Bad Bunny is skipping the U.S. on his current World Tour schedule because of concerns that ICE would be present outside shows, his music isn’t overtly political. It celebrates Hispanic, specifically Puerto Rican, culture.

The data reflects this reality. Younger audiences and Hispanics overwhelmingly see Bad Bunny’s performance as affirming and forward-looking. Older and non-Hispanic White audiences show more ambivalence. This divide mirrors broader debates about whether multiculturalism continues to expand or whether a narrower vision of American identity reasserts itself.

Cultural Impact Is Widely Recognized

Sixty percent of respondents say Bad Bunny performing at the Super Bowl is good for Latino cultural representation in mainstream media. Agreement is strongest among Hispanics and younger generations and weaker among older and non-Hispanic White audiences. Nearly two-thirds of respondents agree that his performance reflects the growing influence of Latino culture in the United States.

Brand Impact Is Positive, With Clear Boundaries

Using Bad Bunny in a Super Bowl ad generates positive brand perceptions across most demographic groups. The effect is strongest among Gen Z, Millennials, and Hispanics. Non-Hispanic Whites show a more muted response.

Spanish-language music or reggaeton significantly increases brand recall among Hispanics and younger audiences. Recall gains decline among Gen X and Boomers, reinforcing that cultural specificity drives impact within aligned segments.

Bad Bunny also drives word-of-mouth intent among Hispanics and younger consumers, though overall lift at the total market level is limited.

When asked what values a brand signals by featuring Bad Bunny, respondents most often select youth-oriented, trend-forward, and inclusive. These associations are especially strong among Hispanics, Gen Z, and Millennials.

Language and Creative Choices

In terms of Bad Bunny’s appeal in advertising, English-language ads featuring Bad Bunny are preferred. Hispanics stand out as the only group that shows a stronger preference for Spanish-language or bilingual advertising.

Elements that make Bad Bunny feel most authentic include Latino cultural references, reggaeton or dance-driven music, and Puerto Rican cultural cues. These resonate most strongly with Hispanics, Black audiences, and younger consumers.

A fun, party-focused creative centered on cultural pride emerges as the most appealing ad concept overall. Cross-cultural collaborations resonate more with Black and Asian audiences.

Commercial Risk Is Low

Only about one-third of respondents believe featuring Bad Bunny in Super Bowl advertising carries risk for brands. Concern is highest among non-Hispanic Whites, but remains a minority view even within that group.

Purchase consideration follows familiar lines. About one-third of adults say Bad Bunny in a Super Bowl ad would make them more likely to consider buying from the brand. The lift is significantly stronger among Hispanics, African Americans, Gen Z, and Millennials and much lower among Boomers and non-Hispanic Whites.

Counter-Programming Has Limited Pull

Most respondents were unaware that Turning Point USA plans to run an alternative “All American Halftime Show.” When given the choice, the official halftime show is preferred by a ratio of 5 to 1 by Latinos, 2 to 1 by Asian and African Americans, and by a plurality of non-Hispanic Whites.

What This Means for Brands

Bad Bunny delivers real brand value, though his strongest impact lies with Hispanics and younger consumers, particularly when cultural authenticity is embraced directly.

This moment is a test. It asks whether brands believe cultural progress pauses during periods of backlash or whether it continues through celebration, visibility, and confidence.

The data points to an answer. Latino culture continues to advance. Joy continues to travel. Music continues to move people forward. Bad Bunny’s Super Bowl performance reflects that reality. Latinos are here to stay. The darkness will pass. Celebration remains.

Download the full report here.