"However, for many well-known brands with strong attribute associations and high equity, reach still matters-and the cost of microtargeting can be offset by the ability to be seen by a large number of consumers. For these brands, mega-events such as the Super Bowl and the Winter Olympics offer considerable opportunity not only because of their reach, but also because they can link themselves to critical cultural moments."
"There are very few options where tens of millions of U.S. viewers see an ad at once. This February is a notable exception as the Super Bowl is set for the 8th of the month and the Winter Olympics in Milan run from the 6th to the 22nd. The Super Bowl alone is projected to be watched by more than 127 million viewers, while 56 million U.S. viewers report that they will watch one or more nights of the Olympics."
"To get more insight into how the proximity of the Super Bowl to the Olympics creates exceptional opportunities for major brands, I interviewed experts at UTA, a prominent global talent agency. UTA represents high-profile talent and brands across entertainment, sports, creators, and culture. The company reports that it has 60 creator clients with a presence at the major sporting events this February, including the Super Bowl, the Winter Olympics, and the NBA"
Digital advertising growth and media fragmentation have reduced opportunities for brands to reach mass audiences. Many advertisers rely on data management platforms and AI to deliver highly targeted messages, but high-equity brands still benefit from broad reach. Mega-events such as the Super Bowl and Winter Olympics deliver simultaneous exposure to tens of millions of viewers and enable brands to attach to cultural moments. The Super Bowl is projected to reach over 127 million viewers while 56 million U.S. viewers plan to watch Olympic nights. The close timing of both events in February 2026 amplifies branding opportunities, and talent agency UTA reports 60 creator clients attending.
Read at Forbes
Unable to calculate read time
Collection
[
|
...
]