Fox hit a new Super Bowl viewership record this year, thanks in part to the millions watching its free Tubi livestream of the game.

Fox Corp. has continued its push for Tubi, its free, ad-supported streaming service, by streaming this year’s Super Bowl there and running another strange in-game Super Bowl ad. This one stars a man born with a taste for Westerns and a head shaped like a cowboy hat.

A projected average of 126 million viewers tuned in for Super Bowl LIX on Fox, Fox Deportes, Tubi, Telemundo and NFL digital properties, which would be a record audience for a Super Bowl, Fox announced.