Super Bowl 60 Scores 125 Million Viewers, 2nd Most-Watched Big Game Ever

Bad Bunny helped bring good ratings.

Despite a relatively uneventful game, where the Seattle Seahawks defeated the New England Patriots by a score of 29-13 at Levi’s Stadium in Santa Clara, California, Super Bowl 60 scored huge ratings for NBCUniversal.

According to broadcaster NBCU, the game averaged 124.9 million viewers on NBC, Peacock, Telemundo, NBC Sports Digital, and NFL+, based on official live + same-day Nielsen big data + panel. It was down around 2.8 million viewers from Super Bowl 59 on Fox, which drew 127.7 million viewers to become the most-watched Super Bowl.

Regardless, NBC’s game was the second-most-watched Super Bowl ever. It’s also the most-watched show in the history of NBCU, setting an all-time media record by peaking at 137.8 million viewers in the second quarter. 

Telemundo averaged 3.3 million viewers, with the game becoming the most-watched Super Bowl in U.S. Spanish-language history, according to NBCU. Peacock also had its “best day ever” for reach and hours streamed, with the post-Super Bowl debut of The Burbs becoming the highest Day 1 Peacock original debut ever.

Meanwhile, the Apple Music Super Bowl LX Halftime Show featuring Bad Bunny averaged 128.2 million viewers from 8:15 p.m. to 8:30 p.m. ET. Though that’s down from Kendrick Lamar, who drew an average of 133.5 million viewers across television and digital platforms for Super Bowl 59, NBCU noted that total social consumption (inclusive of fans, owned platforms, broadcast partners, influencers, etc.) of the halftime show set a record of four billion views after the first 24 hours, up 137% year over year, according to Ripple Analytics.

Data and measurement company EDO recently told ADWEEK that Bad Bunny was “right up there” with the incremental engagement levels of performers from the past five Super Bowls, and it “wasn’t even close” when compared to TPUSA’s counterprogramming with Kid Rock, who had “a fraction of the incremental engagement that Bad Bunny generated.”

Additionally, Sunday’s Primetime in Milan and Milan Prime presentation averaged 42 million viewers, marking NBCUniversal’s largest Winter Games audience since Day 2 of the 2014 Sochi Olympics. This is an increase of 73% over the corresponding 2022 Beijing Olympics show (24.3 million), which followed NBC’s presentation of Super Bowl LVI.

All about the ads

Beyond ratings, NBCU also brought in big numbers for its Big Game advertising.

The company announced a Super Bowl inventory sellout in September 2025, about a month earlier than Fox announced its sellout for Super Bowl 59. Heading into the game on Sunday, Feb. 8, NBCU set a Super Bowl ad sales record, with a “handful” of 30-second Super Bowl ads going for $10 million or more.

“While I would love to say it’s brilliant strategy and execution, part of it is just the marketplace demand,” Mark Marshall, NBCU’s ads president, previously told ADWEEK. “We did start earlier this year than in years past. There was so much interest in the Super Bowl and the Olympics, so we went to the marketplace earlier with packages that would include both of them.”

When announcing its Super Bowl ad sellout, NBCU said CPG, entertainment, finance, and alcohol were the top categories. However, tech companies touting AI ultimately took over the game, accounting for 23% of ads.

Looking closer at the ads, Budweiser topped the USA Today Ad Meter for the second year with its 60-second spot, “American Icons.” Meanwhile, in a year where celebrities made a little less for Super Bowl spots, MrBeast blew away the competition for most engaging celeb in a Big Game commercial.

Advertisers may still feel the love next year, as the Big Game takes place on Valentine’s Day, Feb. 14, for the first time. Disney is taking on broadcasting duties from SoFi Stadium, home of the Los Angeles Chargers and Los Angeles Rams.

See Disney’s Super Bowl LXI announcement below:

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