"But getting a clear read on results isn't easy in today's fragmented media landscape. "It's becoming harder as a media buyer to figure out how to buy live sports because there are so many access points," said Alex Block, EVP of global programmatic at Jellyfish, an agency owned by The Brandtech Group."
""Historically, the Super Bowl has been viewed as a purely upper-funnel awareness play, but that's an approach most modern marketers can no longer accept," said Shasta Cafarelli, SVP of media investment at indie agency Tinuiti. "While a Super Bowl ad does an enormous amount of heavy lifting for brand awareness and emotional storytelling," Cafarelli said, "we've also seen it have a material impact on immediate business outcomes.""
"This year, the highest-performing brands will be those that expand their Super Bowl campaigns beyond the four-hour game, said John Scurfield, executive director of sports and gaming partnerships at WPP Media. As streaming becomes the go-to for live events and attribution models get more advanced, marketers can tap into more data, including via clean rooms, to measure the impact of their TV commercials beyond reach."
Marketers are seeking proof of performance from streaming campaigns around the Super Bowl to justify investments. Fragmented media and multiple access points make it harder for media buyers to measure live-sports impact. Marketers are shifting focus from solely game-day reach to longer campaigns that drive measurable business outcomes. Streaming adoption and more advanced attribution, including data clean rooms, enable measurement of TV ad impact beyond reach. Top-performing brands are expanding campaigns beyond the four-hour game to harness streaming data and translate awareness into immediate outcomes. Agencies report Super Bowl ads can drive both brand storytelling and material short-term business effects.
#super-bowl-advertising #streaming-attribution #media-fragmentation #marketing-strategy #clean-rooms
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