Tubi, a free streaming service, simulcasted the Super Bowl, helping Fox reach the highest number of viewers in game history.

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.

Updated on Tuesday, February 11 at 2:42 p.m. ET: With final numbers now in, Fox says a record 127.7 million people watched Sunday’s Super Bowl LIX, and that an average of 133.5 million saw Kendrick Lamar’s halftime performance.