Headlining Performer and Setlist
The Super Bowl halftime show in 2025 featured headlining performer Kendrick Lamar, with a tightly curated setlist focused on his biggest hits and recent chart-topping singles. The performance blended live band arrangements, synchronized choreography, and large-scale visual effects, and was broadcast during the main CBS telecast in the United States. The setlist drew from multiple albums, including recent releases that ranked high on the Billboard 200 and Hot 100 charts. Billboard covered the setlist breakdown and audience reaction in real time.
Production was handled by a joint team from Pepsi, the NFL, and a core group of long-standing halftime directors and choreographers. The stage design centered on a large LED floor, modular risers, and drone-assisted lighting rigs positioned around the stadium. Rehearsals took place over several weeks at the host venue and at nearby rehearsal facilities, with final run-throughs scheduled in the days before kickoff. NFL provided official production details and safety guidelines for the halftime segment.
Broadcast Reach and Audience Metrics
The halftime segment aired during the main CBS broadcast and was also streamed live on Paramount+, the NFL app, and select international rights partners. Early estimates placed the U.S. television audience for the halftime show in the tens of millions, with additional viewers on streaming platforms and social media live feeds. Global viewership numbers were tracked by Nielsen and Nielsen's international partners, with comparisons drawn to prior years' halftime audiences. Nielsen published preliminary reach and demo breakdowns shortly after the game.
Social media activity spiked during and immediately after the performance, with real-time mentions across X, Instagram, and TikTok. Brand-safe ad placements around the halftime break were sold by CBS and NFL Media, with advertisers targeting the large concurrent audience. Post-game reports highlighted the halftime show's role in driving streaming replays, highlight clips, and brand engagement across multiple platforms. Forbes reported on the commercial and advertising impact of the halftime segment.
Corporate Partners and Production Ecosystem
Pepsi remained the presenting sponsor of the halftime show, with production support from multiple technology and media partners. Key suppliers included companies specializing in large-scale LED displays, pyrotechnics, and audio systems, all integrated under NFL and venue safety protocols. The production budget for the halftime show is part of a broader league-wide partnership structure that includes official sponsors and media rights holders. SEC filings from some partners reference the financial terms and brand exposure associated with Super Bowl events.
Logistics for the halftime show involved coordination between the host stadium operations team, local authorities, and the league's production unit. Rehearsal schedules were aligned with stadium availability, security planning, and broadcast timing requirements. The 2025 show followed the NFL's standard halftime framework while incorporating updated technical specifications for lighting, sound, and stage safety. ESPN summarized the logistical and operational elements of the halftime production.