What we know about Super Bowl advertising

The current thinking on how to be effective with advertising in and around the Super Bowl, an event for which the advertising has become as important as the game itself – however, brands must ensure their strategies keep up with the changing ways that people not only watch the game, but also consume the advertising that surrounds it.

The Super Bowl, the National Football League championship in the US, has evolved into a sporting and advertising showcase that is unparalleled in its reach and spectacle. Held in early February every year, the game 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 and brand fame. Historically a linear TV event, the Super Bowl is now streaming and on digital platforms too. Subsequently, brands need to be holistic in their advertising strategy and prepared...

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