Five considerations for advertisers embarking on a Super Bowl journey

Ana Jiménez Núñez and Leander Sodji

Key takeaways for Super Bowl advertisers from Mano’s annual Super Bowl Compass report.

The Super Bowl is the most-watched broadcast and the biggest advertising bonanza of the year. Some people call it the promised land of creativity; others simply can't get their head around it. But as a matter of fact, it’s the only time people avoid mid-game bathroom breaks and actively seek out the most absurd commercials that make them both laugh and cringe.

With an audience that reaches as many as 100 million viewers around the world, the stakes are high – but the cost of a 30-second slot during the game is even higher. With time slots reaching $5.6m, the...

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