Super Bowl LX became one of the most-watched events in U.S. television history, drawing a peak audience of 137.8 million viewers during the second quarter of the Seattle Seahawks’ 29-13 victory over the New England Patriots.

According to NBC Sports, the record-setting peak came as Seattle led 6-0 and now stands as the highest single-game viewership moment in U.S. television history. Overall, the game averaged 124.9m viewers across NBC, Peacock, Telemundo, NBC Sports Digital and NFL+, making it the second most-watched show in U.S. history behind Super Bowl LIX, shown on FOX, in February 2025.

For NBCUniversal, which celebrates 100 years of NBC in 2026, it marked the most-watched programme in company history.

“The Super Bowl and the NFL once again delivered a blockbuster audience across the NBC broadcast network, Peacock and Telemundo, and provided an unprecedented lead-in to our Primetime in Milan coverage,” said NBC Sports president Rick Cordella. “The Super Bowl and the Olympics are the two most powerful events in the world, and we salute our talented production, tech and announcing teams who delivered best-in-class presentations for our viewers, stations and partners.”

Telemundo averaged 3.3m viewers, the largest Spanish-language Super Bowl audience in U.S. history. Its half-time coverage of Puerto Rican singer Bad Bunny’s performance, peaked at 4.8m viewers, also a Spanish-language record.

The Apple Music Super Bowl LX Half-time Show averaged 128.2m viewers domestically between 8.15-8.30pm ET, while social media engagement shattered previous NFL marks, generating four billion views within 24 hours, according to Ripple Analytics. More than half of those views came from international markets.

Three half-time clips now rank as the most-viewed NFL social posts ever, including Only Thing More Powerful Than Hate is Love, which drew 179m views on Instagram.

The Super Bowl also served as a springboard for NBC’s Winter Olympics coverage from Milan Cortina. Following the trophy presentation, Primetime in Milan averaged 42m viewers, NBCUniversal’s largest Winter Games audience since the 2014 Sochi Olympics, and a 73 percent increase over the comparable Beijing broadcast following Super Bowl LVI.

Sunday, meanwhile, marked Peacock’s most-watched day ever in both reach and hours streamed, while NBC reported significant advertising gains, including a 33 percent lift in brand recall compared to other NFL broadcasts.

The game capped NBC’s 20th season of Sunday Night Football, which averaged 23.5m viewers and remains primetime’s top show for a 15th consecutive season.