They say the true measure of a major live event is whether it can pull viewers away from their screens. During this year’s Super Bowl, it appears the halftime show did exactly that.

According to traffic data reported by Pornhub, site visits dropped sharply during Bad Bunny’s halftime performance at Super Bowl LX. Compared to an average Sunday, traffic fell 46% at 8:31 p.m. ET, shortly after the performance concluded.

The decline began between 8:11 p.m. and 8:19 p.m., aligning with the start of the halftime show at approximately 8:12 p.m. While game play itself caused only modest fluctuations, the musical performance prompted the most significant shift of the evening.

The drop was not uniform across the country, though.

In Massachusetts, home to the New England Patriots, Pornhub traffic fell 44% below average during halftime. In Washington state, home to the Seattle Seahawks, the decrease was far smaller at 14% below average.

After the game ended, traffic patterns diverged again.

Massachusetts saw activity rise to 15% above average, while Washington remained close to baseline at just 1% below average.

In Puerto Rico, Bad Bunny’s home territory, traffic dipped 29% during halftime. While notable, it was smaller than the nationwide decline at the peak of the performance.

Overall, Pornhub reported a 24% average drop in U.S. traffic during this year’s Super Bowl, placing it toward the middle of historical trends, not the best but also not the worst.

The largest recorded Super Bowl dip occurred during the 2016 matchup between the Denver Broncos and Carolina Panthers, when Beyoncé performed alongside Bruno Mars and Coldplay. That year saw a 28% nationwide decline.

The second-largest decline occurred in 2018, during Super Bowl LII, headlined by Justin Timberlake. His performance included a widely discussed tribute to Prince. That year also saw one of the more pronounced shifts in traffic.

By contrast, the smallest recent drop occurred in 2022, when the halftime show featured Dr. Dre, Snoop Dogg, Eminem, Mary J. Blige, and Kendrick Lamar, with appearances by 50 Cent and others. That year’s traffic declined just 15%.

These numbers are drastically different from the official viewership records:

• 2025 Kendra Lamar 133.5 million viewers
• 1993 Michael Jackson 133.4 million viewers
• 2024 Usher 129.3 million viewers
• 2026 Bad Bunny 128.2+ million viewers
• 2023 Rihanna 121 million viewers
• 2015 Katy Perry 121 million viewers

If you were to use Pornhub’s data as a measure of success, the list would look more like:

• 2016 Coldplay 28%
• 2018 Justin Timberlake 27%
• 2017 Lady Gaga 25%
• 2015 Katy Perry 25%
• 2014 Brno Mars 24%
• 2026 Bad Bunny 24%

Pornhub’s own historical data suggests that Super Bowl Sundays typically bring a 15% to 28% reduction in traffic during the game and halftime period. This year’s 24% to 27% range placed the event squarely within normal bounds. Even during a game described by some viewers as uneventful, the halftime show once again proved capable of drawing attention away from nearly everything else online.

Yes, even porn.