The Super Bowl has evolved into a sporting and advertising showcase that is unparalleled in its reach and spectacle. It provides brands with a unique advertising opportunity that offers risk and reward. The sheer scale of the Super Bowl means that advertising consequences can be far reaching, with the potential for significant financial impact. Historically a TV event, the Super Bowl is now digital too and subsequently brands need to be holistic in their advertising strategy and prepared for real-time planning. In a cluttered environment it is favorable for brands to prioritize a deeper, customer-centric approach to advertising which fosters longevity beyond the Super Bowl event.

Definition

Super Bowl advertising is the commercial advertising content within and around the Super Bowl, which is the annual championship game of the National Football League (NFL).

Key Insights

1. A “digital wraparound strategy” is vital to turn a single TV spot into a campaign