"B2B marketers usually treat Super Bowl week like a black hole for engagement. The assumption? Everyone's distracted, inboxes are crowded and it's safer to go quiet and wait it out. But new data from HubSpot turns that logic on its head. After analyzing marketing activity and buyer behavior during the past three Super Bowls (2024-2026), HubSpot found that while many B2B brands pull back, audiences are actually more engaged - and not just during the game."
"When brands go quiet, buyers start clicking HubSpot's data reveals what it calls "The Send Gap": during Super Bowl week, B2B email send volume drops by 2.3%. But while marketers hit pause, buyers lean in. Open rates jump by a whole percentage point, and click-through rates rise by 0.56 percentage points. Website traffic follows suit, with B2B page views climbing 7.5% year over year. In other words: less noise, more attention."
"It's not just a one-day blip. HubSpot found that the engagement boost continues into late February. Click-through rates remain 0.45 percentage points above average the week after the game, and HubSpot's team attributes that lift to fresh intent rather than delayed reactions to the previous week's campaigns. While some residual lift stretches into March, that appears to align with regular seasonal buying cycles rather than Super Bowl spillover. So a well-timed campaign in early February could enjoy a longer runway than you might expect."
Analysis of 2024–2026 Super Bowl periods shows B2B email sends drop 2.3% while open rates rise one percentage point and click-through rates increase 0.56 percentage points. B2B page views grow 7.5% year-over-year. Engagement lift persists into late February with click-through rates remaining 0.45 percentage points above average the week after the game. The lift is attributed to fresh buyer intent rather than delayed reactions. Impact varies by sector, but many B2B verticals experience measurable engagement gains, creating an opportunity for well-timed early-February campaigns. When overall send volume declines, buyer attention concentrates, improving owned-channel efficiency and campaign ROI potential.
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