Yup. Just like with TV and other entertainment, the music market is much more fractured than in the past, which is largely a good thing. It means more people are getting more music tailored to their individual tastes.
There just isn't a super star today that is transcendental, like say a Michael Jackson, and would appeal to the vast majority of people. The closest I can think of are maybe Taylor Swift and Beyonce, which obviously are not going to be what most guys want to watch.
A quick google search shows the highest grossing tours in 2024 were Taylor Swift, Coldplay, P!nk, Luis Miguel, and Bruce Springsteen.
The most streamed artists were Taylor Swift, The Weeknd (don't know who this is; assume I would recognize a song?); Bad Bunny (same); Drake, Billie Eilish, Ariana Grande, Kaney West, Peso Pluma, Travis Scott, and Bruno Mars.
Certainly some of those seem like a better option than Kendrick Lamar to me, but most of them seem worse.
ETA: Knowing that you can't make everybody happy, I think the goal of the halftime show should be simple. Combine the most exciting current live performers that appeal to both men and women with enough scantily dressed women that people complain but not enough that the FCC fines them.