(The Lion) — Turning Point USA’s livestreamed “All-American Halftime Show” drew a reported audience of around 10 million viewers as it ran against the NFL’s halftime show for Super Bowl LX.
Fox News reported 10 million live viewers for the show, while a check of the YouTube page for the event by The Lion showed that 13 hours after the show, over 19 million viewers had watched it.
The event was headlined by performers Kid Rock, Brantley Gilbert, Lee Brice and Gabby Barrett.
“I can tell you that’s a shot across the bow. People are paying attention,” TPUSA spokesperson Andrew Kolvet told Fox News host Brian Kilmeade on Sunday evening, reported Newsweek. “And, you know, if you give us a year to plan this thing – I’m really excited to see what we can pull off.”
TPUSA organized the show to provide a different entertainment option after critics complained the NFL’s selection of Bad Bunny for its own halftime show was too political.
In promoting the show, Bad Bunny pointedly told the public to learn Spanish to understand him, which was widely interpreted as a jab at U.S. deportation efforts.
“I do not like it,” one anonymous NFL player told the Athletic. “(I’d prefer) anyone who’s synonymous with football and football culture. I feel like there’s tons of artists out there who are fans of the game.”
TPUSA described its alternate show as celebrating “American culture, Freedom, and Faith,” streaming it on platforms including YouTube and Rumble, as well as airing on Trinity Broadcasting Network.
The social media site X banned the livestream feed shortly before it began due to “licensing issues,” the Sun reported.
The alternative halftime broadcast sought to compete for attention with the NFL’s official halftime show, which is expected to have drawn over 125 million viewers after ratings are released.
Super Bowl halftime broadcasts have historically been among the most-watched TV events in the U.S., exceeding 100 million viewers across television and digital platforms.
Still, TPUSA’s drawing millions of views may make advertisers nervous – considering they paid roughly $8 million for each 30-second advertising spot during the Super Bowl, and more during halftime.
Some advertisers paid as much as $10 million for their spot, USA Today reports.
Conservative groups had not attempted large-scale counterprogramming during the game previously, even as critics have complained the musical selections don’t reflect mainstream America.
The TPUSA show blended musical sets, patriotic tributes and guest appearances.
The show opened with Kid Rock performing “America the Beautiful” on electric guitar, the New York Post reported.
He was followed by Brantley Gilbert playing two songs. Gabby Barrett then performed “I Hope” before handing off to Lee Brice, who sang “Drinking Class” and “Cry.”
Kid Rock returned later in the program for an additional appearance roughly 30 minutes into the show.
It concluded with a montage to TPUSA’s founder Charlie Kirk, who was assassinated on the campus of Utah Valley University in Orem, Utah, Sept. 10 while speaking at one of his college debate programs.
TPUSA said it is planning another alternate Super Bowl halftime show for next year, citing the viewership totals and interest from online audiences.
