ThinkNow Releases National Study on the Perception of Bad Bunny's Upcoming Halftime Performance

BURBANK, Calif., Jan. 29, 2026 /PRNewswire/ -- ThinkNow, a multicultural consumer insights firm, releases findings from a nationally representative survey of 1,500 U.S. adults examining awareness, cultural meaning, and brand implications tied to Bad Bunny's halftime performance.

The study examines how audiences across ethnicity and age interpret Bad Bunny's presence on stage and what that signals for brands navigating culture, relevance, and risk during a period of heightened social tension.

Key findings include:

"Bad Bunny's performance comes during a tense national moment," said Roy Eduardo Kokoyachuk, Co-Founder and Principal at ThinkNow. "Having a Latino performer during the nation's largest sporting event, at a time when Latinos are at the center of immigration raids, highlights the gap between the current narrative and the joy and celebration that are central to Hispanic culture. Brands that elevate Latinos during this period can build lasting relationships with the nation's fastest-growing consumer segment."

The full report is available for free download at:https://thinknow.com/reports/super-bowl-halftime-show-report-2026/

About ThinkNowThinkNow is a full-service multicultural market research firm specializing in custom research, panels, and cross-cultural insights across the United States and Latin America.

Media Contact:Phone: 818-843-0220Email: [email protected] 

SOURCE ThinkNow