"This year's Super Bowl highlighted a striking reality: companies are willing to spend record sums for cultural relevance they often lack the organizational capability to sustain. With viewership projected to rival last year's 127-plus million U.S. audience, yesterday's Super Bowl LX reinforced the event's unrivaled power to concentrate mass attention as the Seahawks and Patriots took the field and Bad Bunny delivered a halftime performance engineered to dominate global conversation."
"Brands paid NBCUniversal as much as $10 million for just 30 seconds of airtime - the most expensive advertising real estate in the world. Roughly 40 percent of advertisers were first-time Super Bowl participants, underscoring how aggressively companies are pursuing cultural visibility - even as many organizations still struggle to translate cultural moments into sustained growth. For a few hours, those investments delivered exactly what marketers hoped for: attention, buzz, and viral engagement."
Brands are investing record sums in Super Bowl advertising to capture concentrated attention, with NBCUniversal charging as much as $10 million for 30 seconds. Roughly 40 percent of advertisers were first-time participants seeking cultural visibility. These investments generate short-term attention, buzz, and viral engagement, but cultural momentum quickly fades and sales lifts are often temporary. The underlying problem lies in organizational capabilities: many companies lack the infrastructure to translate cultural relevance into sustained economic growth. Traditional marketing funnels and legacy infrastructures like cookies and linear media consumption are collapsing amid fragmented attention across platforms and personalized distribution.
Read at Fortune
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