When a $7 Million Super Bowl Ad Isn’t Enough

The Super Bowl still represents the most premium of premium ad buys. However, the ROI of such a premium spot—regardless of its creative execution—has everything to do with the omnichannel strategy that surrounds it.

More than ever, live sports advertising needs to reflect a community-driven mindset. As a result of the unique way in which live sports are being viewed today, advertisers have an opportunity to foster brand loyalty and affinity through comprehensive campaigns that extend well beyond the broadcast main event.

Why Live Sports Stand Alone

Live sports broadcasts represent a huge opportunity for brands, but there is a halo effect that marketers might be missing within the substantial audience scale that exists beyond the live event itself​. These days, 28 percent​ of sports fans use at least two devices while watching sporting events​, and fans aged 18-44 are more likely to use three or more devices​. Importantly for marketers, sports fans also demonstrate a unique level of loyalty, not only to their sports but to the brands that support those sports. For example, football fans have been found to be 11 percent more loyal to brands and retailers than non-football fans.

From a media standpoint, there’s no form of content consumption that quite matches live sports these days. The fandom, enthusiasm, and communal nature of live sports viewing has persisted despite massive shifts in consumer behavior elsewhere. However, the technology advances that have transformed advertising opportunities across traditional and digital channels are still applicable to the media opportunities that surround live sports.

Going Beyond the Linear

For many live sporting events, including the Super Bowl, the linear buy remains the tentpole. However, there are a number of ways to extend and enhance those buys, often via CTV and other digital channels.

Shoulder Content: Pre- and post-game shoulder content—which is often digital versus linear—offers advertisers an opportunity to connect with the same audience at a lower CPM. This type of content often includes highlights, player interviews, and behind-the-scenes footage. By leveraging shoulder content in CTV channels, advertisers can efficiently stretch their media dollars while maintaining access to a highly engaged audience.

Local Inventory: Localized inventory is another overlooked opportunity. While national games dominate linear broadcasts, digital inventory in local markets can capture premium content streams, including events like the Super Bowl, at a more granular level. By geo-targeting specific markets, brands can achieve high-quality placements and resonate with audiences in a way that feels more personalized and community-driven.

Overtime Plays: In live sports, the unpredictability of a game—such as overtime—presents a unique inventory opportunity. Many media plans are heavily front-loaded to ensure campaign delivery, but overtime inventory often goes underutilized. To capitalize on these moments, buyers can prepare overtime-specific deal packages that ensure ads are well-positioned for the most engaged audiences. During overtime, CPMs are typically lower, while audience attention is at its peak, creating a “best of both worlds” scenario for advertisers.

Going Beyond the Game

The advertising potential of live sports extends far beyond the main event. This halo effect refers to the ongoing conversations, media coverage, and fan interactions that surround sports, creating an environment where smart supplementary ad buys can help round out big investments in the game itself.

Content Contextualization: Real-time content contextualization provides an effective way to amplify ad reach around live sports and major events. Advances in technology now allow advertisers to scan content in real time, identifying opportunities to place ads in shows or segments discussing sports-related topics. For instance, pre-Super Bowl conversations on talk shows or news programs can be leveraged to create meaningful moments for brands, increasing scalability and relevance.

Fantasy Fandoms: Fantasy sports fans represent another valuable audience segment. One out of five people play fantasy sports, and 73 percent of them are fantasy football players. Furthermore, 85 percent of sports fans say they’d give up “something serious” to secure the first pick in their fantasy draft. These fans are deeply invested in their leagues, often dedicating hours to research, analysis, and conversation. This level of dedication underscores the value of aligning brand campaigns with the experiences and rituals that matter most to fans. Advertisers can tap into this passion by targeting these moments of engagement with tailored messaging.

Social Conversations: Social media is a vital extension of the sports advertising ecosystem. These platforms allow advertisers to tap into the real-time sentiment surrounding games, sports personalities, and related events, including fantasy sports. By analyzing and packaging social sentiment as targetable moments, brands can reach audiences in a more personal way, at scale.

The Super Bowl remains one of the most coveted advertising opportunities in the media ecosystem, but the real magic lies in what surrounds it. By extending campaigns through CTV, digital, and community-driven strategies, brands can amplify their impact and build lasting connections with sports fans. Live sports create a unique halo of engagement, and advertisers who embrace the full spectrum of this opportunity can win big—on and off the field.