Alternative halftime show options: the rival concert, the puppy “halftime,” and why viewers are splitting

Super Bowl Sunday isn’t just one halftime show anymore. Alongside the NFL’s official production headlined by Bad Bunny, a rival “alternative” halftime concert is set to run at roughly the same time, while earlier in the day the long-running Puppy Bowl adds its own first-ever halftime feature focused on senior dogs. The result is a rare, multi-track entertainment schedule that gives viewers real choices about what to watch and when.

What’s driving the “alternative” push

The NFL’s halftime show has become a cultural event with a single, massive audience. That size also makes it a magnet for counterprogramming—especially when the headliner or tone sparks debate. This year, that dynamic is sharper: Bad Bunny’s selection as headliner has drawn both enthusiastic support and vocal criticism, and some groups are betting that a portion of the Super Bowl audience wants a different kind of performance.

That’s where the most prominent rival option comes in: Turning Point USA has organized a separate concert branded as “The All-American Halftime Show,” featuring Kid Rock as headliner alongside other country performers. The organizers have framed it as a family-oriented alternative with a specific values-based message.

The official halftime show: what to expect

Bad Bunny is slated to headline the official halftime show during Super Bowl LX at Levi’s Stadium in Santa Clara, California. The performance is expected to be historic for its language and cultural footprint, and it follows a season where his visibility has remained high across live touring and major awards.

Viewers should keep in mind that “halftime” is not a fixed clock time. It’s triggered by the end of the second quarter, so the actual start can drift depending on game pace, timeouts, reviews, penalties, and scoring. In a typical Super Bowl rhythm, halftime commonly begins somewhere around the 8:00 p.m. ET neighborhood, give or take.

The rival “All-American” halftime show and its timing

Turning Point USA’s “All-American Halftime Show” is scheduled to air at around 8:00 p.m. ET on Sunday, Feb. 8, positioning it to overlap with the Super Bowl’s halftime window. The lineup includes Kid Rock plus Brantley Gilbert, Lee Brice, and Gabby Barrett.

The organizers have said the program will be available as a live online broadcast through major social platforms and additional partner outlets, giving viewers a frictionless switch if they want a different soundtrack during the break in play. The timing also signals a clear strategy: capture audiences during the moment when many viewers already pick up their phones, grab food, or change channels.

Earlier alternative: Puppy Bowl’s senior-dog “halftime”

For fans who treat Super Bowl Sunday as a full-day event, the Puppy Bowl remains the most established alternative programming—and it now has its own halftime hook. Puppy Bowl XXII airs at 2:00 p.m. ET on Sunday, Feb. 8, well ahead of the Super Bowl kickoff, and the 2026 edition includes a new halftime segment focused exclusively on senior dogs.

The concept is simple: spotlight older adoptable dogs—often overlooked compared with puppies—inside a playful, game-like format. It’s not competing minute-for-minute with the Super Bowl’s halftime show, but it’s part of the same Sunday “menu” for households that want lighter viewing before football takes over the evening.

Key options and the simplest plan

If you’re deciding what to watch, the cleanest way is to plan around approximate time windows rather than exact minutes.

• Official Super Bowl halftime show (Bad Bunny): expected to begin near the game’s halftime window, often roughly around 8:00 p.m. ET (variable).

• Turning Point USA “All-American Halftime Show” (Kid Rock and others): scheduled to air around 8:00 p.m. ET.

• Puppy Bowl XXII (with a senior-dog halftime feature): starts 2:00 p.m. ET, designed to finish before the Super Bowl broadcast ramps up.

The broader takeaway: Super Bowl halftime is turning into a choose-your-own intermission. For the NFL and its partners, that raises the stakes on keeping viewers from drifting. For everyone else, it means the Sunday night remote-control decision is getting more interesting.

Sources consulted: CBS News; People; Fox News; InStyle