""The biggest shift is that the Super Bowl, it used to be about winning Sunday night," Anomaly global creative officer Mike Byrne said, having worked on Super Bowl spots for 25 years, with four more rolling out this year. "Now it's about owning a multi-week cultural moment." With the cost of 30 seconds of airtime running as high as $8 million, and with 50 different brands stuffing the telecast with the best spots they could come up with, advertisers know they must fight to stand out."
"They've also learned that viral attention online can be as powerful as a successful TV spot-or even more so. "When you look at last year's Super Bowl, when you put together all of the social media views and engagement, I think it exceeded, significantly exceeded what the Super Bowl delivered," head of Dentsu media sports Jimmy Spano said. He estimated 10-20% of brands will keep their ads close to the vest, hoping for a wow factor come their time to shine on Super Bowl Sunday,"
Super Bowl advertising has transformed into extended, multi-week campaigns that use announcements, teasers, full video drops, influencer collaborations, real-world activations, digital Easter eggs and celebrity appearances. High 30-second TV rates—up to $8 million—and crowded ad inventory drive brands to begin campaigns well before game day. Viral social engagement can rival or surpass television reach, prompting many brands to prioritize online attention. Some advertisers will hold creative back for the live telecast, but most distribute content early across social platforms. Examples include pharmacy stunts and large influencer partnerships that generate media coverage before the broadcast.
Read at Sportico.com
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