"Brands turned in-person activations into a new playground for creators at this year's Super Bowl, giving wider talent exposure while finding more cost-efficient waysthan previous years to scale creator participation. There were more activations from a wider variety of brands, two creators (and their corresponding agencies) told Digiday anecdotally. They said a bevy of last-minute deals this year confirmed the Super Bowl has become a massive, in-person moment for the creator economy."
"This kind of partnership allows brands to buy sizable creators' audiences at a much lower rate than if they were doing individual one-off partnerships, according to Rewired and Undescore, two talent agencies Digiday spoke with. "There are a lot of variables based on influencer, target market, etc, but [one-off, individual activations at the Super Bowl] can run upwards of $200K for a mid-tier macro influencer," said Scott Sutton, CEO of influencer marketing platform Later."
There were more activations from a wider variety of brands and numerous last-minute deals confirmed the Super Bowl as a massive in-person moment for the creator economy. The NFL moved the Pro Bowl closer to the Super Bowl for the first time, extending the week and increasing opportunities for creators to secure brand deals. Some brands purchased Super Bowl suites that can cost upwards of $1 million and invited creators to attend for free. Brand-funded suites enable brands to reach sizable creator audiences more cost-efficiently than individual partnerships. One-off activations can cost upwards of $200K for a mid-tier macro influencer. Brand-funded suites can function as content suites, providing creators access and exposure even without direct payment.
Read at Digiday
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