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The NFL just had its Bud Light moment. With a total monopoly on the halftime slot, they went all-in on a program performed almost entirely in Spanish—a language less than 20% of the U.S. audience speaks fluently. That's why millions tuned out to watch the All-American Halftime Show instead. Estimates show that over 20 million watched the alternative halftime show. That's a huge chunk of the captive audience walking away. This translates to millions lost and a new tradition is born. Rather than a one time occurrence, it is likely that the new alternative halftime show just gets bigger and better every year.