""[You'll see] influencers as a complementary part of the program to get your commercial messaging out into the world," said Nick Miaritis, VaynerMedia's chief client officer. "It used to be Good Morning America would premiere the ad, and that would get you the exposure. Fewer and fewer people are tuning into that.""
""months or years""
""So many of our partners are now seeing the NFL tied to the creator economy in a much more intentional way," Trombetta said."
The U.S. creator economy ad spend is projected to reach $43.9 billion this year while 30-second Super Bowl spots can cost up to $10 million. Brands are using A-list celebrities for televised commercials and engaging creators to amplify messages through watch parties, pop-up events and social series. Influencers are positioned as complementary channels to distribute commercial messaging as fewer viewers engage with traditional premiere outlets. The NFL is partnering with creators for long-term collaborations, featuring creators like Druski in events and games. Host cities such as Santa Clara have seen creator-focused parties blending fashion, music and culture around the Big Game.
Read at Digiday
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