Bad Bunny Brought Buzz — Can Discover Puerto Rico Turn It Into Bookings?
Photo Credit: Bad Bunny performs during the Super Bowl LX Halftime Show. February 8, 2026. Icon Sportswire / Matthew Huang
Skift Take
How do you measure the value of an organic cultural moment you can’t buy? Puerto Rico’s DMO just ran the experiment.
When Bad Bunny walked onto the Super Bowl LX halftime stage Sunday night, Discover Puerto Rico was watching closely — not just as proud Boricuas, but for the experiment in destination marketing.
Discover Puerto Rico had built a multi-channel campaign — “The Plena Game Report” — featuring a bilingual YouTube livestream, iHeartRadio and Spotify takeovers, a New York City pop-up, and national TV segments.
But all of that was incremental to a cultural moment the DMO didn’t create. The Super Bowl delivered 127 million viewers. A 30-second commercial cost $8 million, meaning brands paid roughly $266,666 per second. By that math, Bad Bunny’s 13-minute performance gave Puerto Rico visibility worth over $200 million.
How does the value of Discover Puerto Rico’s activation fit in with the organic exposure that Bad Bunny delivered?
Getting from Interest to ItineraryOne question is what Puerto Rico’s booking and search trends would
