The Super Bowl, a spectacle of sport, advertising, and cultural moments, often sees shifts in online activity as millions tune in. However, the 2023 ‘Benito Bowl’ offered a particularly intriguing data point: a significant drop in traffic on one of the internet’s most visited adult entertainment platforms, Pornhub, not during the game’s admittedly slow quarters, but during Bad Bunny’s electrifying halftime performance.
The global superstar’s stage presence proved so compelling that it momentarily eclipsed even the most explicit online content, drawing eyes away from screens across the nation and beyond. This phenomenon highlights the immense cultural pull of artists like Bad Bunny and the Super Bowl halftime show’s unique power to unite (or distract) audiences.
The Benito Bowl Effect: A Digital Exodus
Pornhub’s analytics revealed a stark dip in user engagement during the halftime show. Compared to an average Sunday, traffic plummeted by a remarkable 46 percent at 8:31 p.m. ET, coinciding precisely with the conclusion of Bad Bunny’s high-energy set. The initial decline began between 8:11 and 8:19 p.m. ET, aligning perfectly with the halftime show’s commencement at 8:12 p.m. ET. It appears that both avid football enthusiasts and casual viewers alike made a conscious decision to pause their private browsing to witness the musical spectacle.
Regional Ripples: Where Fans Tuned Out Most
The impact wasn’t uniform across the United States, offering a fascinating glimpse into regional fan priorities. Despite the Patriots’ performance, Massachusetts fans exhibited a more pronounced drop-off in Pornhub activity around halftime than those in the Seahawks’ home state of Washington. Massachusetts traffic was 44 percent below average, while Washington’s saw a comparatively modest 14 percent decrease.
Post-game, the data painted an even clearer picture of fan sentiment. As the final whistle blew, Pornhub traffic in The Bay State surged to 15 percent above average, perhaps a digital solace for a disappointing outcome. Conversely, Washington fans, likely celebrating a more favorable result, saw their traffic remain slightly below average at one percent.
Interestingly, in Bad Bunny’s native Puerto Rico, the dip during halftime was less severe than the national average, registering a 29 percent decrease. This could suggest a pre-existing high level of engagement with the artist, or perhaps a different viewing culture.
Beyond the Gridiron: A Typical Dip, an Unusual Draw
While a decline in Pornhub traffic during the Super Bowl is not entirely unprecedented – the platform typically observes a 15 to 28 percent drop during the Big Game – this year’s 24 percent overall decrease fell squarely in the middle of that historical range. However, the timing and magnitude of the halftime dip, particularly during Bad Bunny’s segment, underscore its significance.
Given that the game itself wasn’t universally hailed as a thrilling contest, it’s perhaps no surprise that many viewers found themselves more captivated by the halftime entertainment. Bad Bunny’s performance served as a powerful reminder of the Super Bowl’s dual identity: a premier sporting event and a colossal pop culture platform, capable of diverting attention even from the internet’s most compelling distractions.
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