It could be that having the halftime show sandwiched between two halves of pro football kept some TV tuned in. Just a hunch.
As with any halftime show, it isn't knowable how many "viewers" actually left their TV on while going to the bathroom or loading up their plate/bowl with wings, ribs, potato salad, and chips. OTOH, viewers of the "Puppy Bowl" and the TPUSA show intentionally tuned in to those shows and watched.