The Big Game: an annual spectacle that’s as much about football as it is a crucible for the most cutting-edge advertising. Our team of paid media nerds lives to scrutinize the advertising like it’s a playbook for the coming year. Here’s what we observed and the implications for your media strategy.
1. QR Codes: A Temporary Blip or Fading Out?
For years, QR codes seemed to be making a comeback, especially post-pandemic. The Big Game, famed for cementing ad innovations, didn’t seem to buy into it – only a few ads hinged their strategy on QR code engagement Perhaps the resurgence of QR codes was a temporary tactic that is gradually fading out.
2. Paramount Global Takes Advantage of the Global Spotlight
CBS didn’t just broadcast the game; they used its platform to advertise. The network dedicated its own ad slots to promote upcoming shows, Pluto TV, Paramount + streaming, and Paramount Studio movies to the tune of $7M per 30 seconds. It’s clear the company is trying to revive TV viewing across linear and streaming channels. This level of spend also exemplifies how brands often lean into TV advertising harder during popular, lucrative sporting events.
3. Navigating Political Waters in Paid Media
Ads stirred political waters:
- “He Gets Us,” had two ads in this year’s game
- Robert Kraft’s “Foundation to Combat Antisemitism (FCAS)”
- RFK Jr.’s PAC-funded ad for which he is already apologizing
These gestures signal a palpable intersection of advertising and the political landscape, a convergence that is critical to keep in mind when planning advertising content in an election year. Inventory will only get tighter, so it’s important your paid media agency partners pay attention to price and market shifts.
4. Brand Integrations, Activations, Influencers, Oh My!
Did you notice that some brands attempted to seamlessly transition from a commercial into live event “product placement”? For example, after the Bud Light ad, cameras cut to the characters at the event. What about all the Michael Cera/CeraVe buzz leading up to the game?
What seemed like organic chatter was likely influencer-driven. You couldn’t miss The Sphere ad placements and the cut to U2 performing – the countless ad placements have advertisers wondering if the venue is the “new Times Square.” Your paid media team should be exploring a variety of activations that disrupt customer journeys and capture their attention in new ways.
5. The Swiftie Surge: What’s the T-Swift Factor in Viewership?
Nielsen recently reported a 7% increase in viewership for all professional football games this season, with a notable 8.1% rise in viewership among 12 to 17-year-old girls. Many experts attribute this to Taylor Swift, and data will likely show similar trends for the Big Game’s viewership. She has generated an estimated $331 million in brand value to the league. What’s the paid media lesson? There is huge potential in aligning with cultural moments and influencers that engage and mobilize your target audience.
6. Game-Changing Plays in Cable Broadcasting
Who called that the first cable network to get the live Big Game would be Nickelodeon? The Nickelodeon logo flickered on screens in an ode to the expansion of ad-watching platforms. It’s becoming increasingly crucial to grasp and adapt to this non-linear landscape, where streaming and unique broadcast partnerships are creating new viewing avenues. For advertisers, the takeaway is clear: as viewership behaviors evolve, so too must the channels through which you choose to deploy your ad content.
7. Ads From The Newbies: Hail Mary or Fumble?
This year brought a heavy presence from several newcomer brands, including Homes.com and Temu. While one certainly leveraged a story-telling approach to capture audience attention more than the other, the big question remains: did their long-shot ads pay off? It was a bold move from these relatively newer names to vie for attention in an arena dominated by legacy brands. For fledgling companies or services, it might be a cue to go big or go home, but with risk comes the need for airtight execution and a campaign that resonates not only during the game but lingers in the public’s consciousness.
8. Kicking Off a New Era: Reaching Women and Younger Fans
Perhaps in part due to the aforementioned Swiftie Surge, this year’s viewership was expected to increase, particularly among women. This shift was evident in the products advertised (and the celebs behind them). Traditional staples like beer saw a reduced presence, while the presence of brands like Etsy and e.l.f. Cosmetics indicate a shift in focus toward reaching women. Candy brands made a notable appearance—possibly a more purposeful pivot to younger generations, as supported by Nickelodeon airing the game. These changes take into account the purchasing power and preferences that may now be coming to the foreground.
9. Regional Media Buys as Proving Grounds
Brands that tested the waters with regional ad buys might have advanced insights on how to pitch their ads for broader national or international appeal. For companies with multiple market segments, or for those ready to expand their advertising reach, these regional forays could serve as an invaluable pilot run, or fall flat like Yeezy’s awkward cell phone video that only aired in Miami.
10. What Can We Learn from Non-Participants?
Surprisingly, some notable names abstained from ads, signaling either a shift in advertising philosophy or perhaps a strategic step back. Many automakers opted out completely or advertised their electric vehicle models. Coke, Pepsi, Ford, GM, and Corona skipped the ad fray. This could be an act of reading the game—analyzing why and where your ad should be to avoid wasted resources or missed opportunities.
What Was Your Favorite Ad?
The Big Game isn’t just a contest on the field; it’s a battleground for brands and advertisers, a showcase of creative prowess and a litmus test for market trends. As we unpack these takeaways, it’s evident that chosen advertising tactics reveal valuable lessons that can guide paid media campaigns to victory.
So, fellow advertiser, what was your ad standout? Or better yet, what lessons will you apply to your own annual marketing challenges? We’d love to discuss it with you! Let’s talk.
The Big Game: an annual spectacle that’s as much about football as it is a crucible for the most cutting-edge advertising. Our team of paid media nerds lives to scrutinize the advertising like it’s a playbook for the coming year. Here’s what we observed and the implications for your media strategy.
1. QR Codes: A Temporary Blip or Fading Out?
For years, QR codes seemed to be making a comeback, especially post-pandemic. The Big Game, famed for cementing ad innovations, didn’t seem to buy into it – only a few ads hinged their strategy on QR code engagement Perhaps the resurgence of QR codes was a temporary tactic that is gradually fading out.
2. Paramount Global Takes Advantage of the Global Spotlight
CBS didn’t just broadcast the game; they used its platform to advertise. The network dedicated its own ad slots to promote upcoming shows, Pluto TV, Paramount + streaming, and Paramount Studio movies to the tune of $7M per 30 seconds. It’s clear the company is trying to revive TV viewing across linear and streaming channels. This level of spend also exemplifies how brands often lean into TV advertising harder during popular, lucrative sporting events.
3. Navigating Political Waters in Paid Media
Ads stirred political waters:
- “He Gets Us,” had two ads in this year’s game
- Robert Kraft’s “Foundation to Combat Antisemitism (FCAS)”
- RFK Jr.’s PAC-funded ad for which he is already apologizing
These gestures signal a palpable intersection of advertising and the political landscape, a convergence that is critical to keep in mind when planning advertising content in an election year. Inventory will only get tighter, so it’s important your paid media agency partners pay attention to price and market shifts.
4. Brand Integrations, Activations, Influencers, Oh My!
Did you notice that some brands attempted to seamlessly transition from a commercial into live event “product placement”? For example, after the Bud Light ad, cameras cut to the characters at the event. What about all the Michael Cera/CeraVe buzz leading up to the game?
What seemed like organic chatter was likely influencer-driven. You couldn’t miss The Sphere ad placements and the cut to U2 performing – the countless ad placements have advertisers wondering if the venue is the “new Times Square.” Your paid media team should be exploring a variety of activations that disrupt customer journeys and capture their attention in new ways.
5. The Swiftie Surge: What’s the T-Swift Factor in Viewership?
Nielsen recently reported a 7% increase in viewership for all professional football games this season, with a notable 8.1% rise in viewership among 12 to 17-year-old girls. Many experts attribute this to Taylor Swift, and data will likely show similar trends for the Big Game’s viewership. She has generated an estimated $331 million in brand value to the league. What’s the paid media lesson? There is huge potential in aligning with cultural moments and influencers that engage and mobilize your target audience.
6. Game-Changing Plays in Cable Broadcasting
Who called that the first cable network to get the live Big Game would be Nickelodeon? The Nickelodeon logo flickered on screens in an ode to the expansion of ad-watching platforms. It’s becoming increasingly crucial to grasp and adapt to this non-linear landscape, where streaming and unique broadcast partnerships are creating new viewing avenues. For advertisers, the takeaway is clear: as viewership behaviors evolve, so too must the channels through which you choose to deploy your ad content.
7. Ads From The Newbies: Hail Mary or Fumble?
This year brought a heavy presence from several newcomer brands, including Homes.com and Temu. While one certainly leveraged a story-telling approach to capture audience attention more than the other, the big question remains: did their long-shot ads pay off? It was a bold move from these relatively newer names to vie for attention in an arena dominated by legacy brands. For fledgling companies or services, it might be a cue to go big or go home, but with risk comes the need for airtight execution and a campaign that resonates not only during the game but lingers in the public’s consciousness.
8. Kicking Off a New Era: Reaching Women and Younger Fans
Perhaps in part due to the aforementioned Swiftie Surge, this year’s viewership was expected to increase, particularly among women. This shift was evident in the products advertised (and the celebs behind them). Traditional staples like beer saw a reduced presence, while the presence of brands like Etsy and e.l.f. Cosmetics indicate a shift in focus toward reaching women. Candy brands made a notable appearance—possibly a more purposeful pivot to younger generations, as supported by Nickelodeon airing the game. These changes take into account the purchasing power and preferences that may now be coming to the foreground.
9. Regional Media Buys as Proving Grounds
Brands that tested the waters with regional ad buys might have advanced insights on how to pitch their ads for broader national or international appeal. For companies with multiple market segments, or for those ready to expand their advertising reach, these regional forays could serve as an invaluable pilot run, or fall flat like Yeezy’s awkward cell phone video that only aired in Miami.
10. What Can We Learn from Non-Participants?
Surprisingly, some notable names abstained from ads, signaling either a shift in advertising philosophy or perhaps a strategic step back. Many automakers opted out completely or advertised their electric vehicle models. Coke, Pepsi, Ford, GM, and Corona skipped the ad fray. This could be an act of reading the game—analyzing why and where your ad should be to avoid wasted resources or missed opportunities.
What Was Your Favorite Ad?
The Big Game isn’t just a contest on the field; it’s a battleground for brands and advertisers, a showcase of creative prowess and a litmus test for market trends. As we unpack these takeaways, it’s evident that chosen advertising tactics reveal valuable lessons that can guide paid media campaigns to victory.
So, fellow advertiser, what was your ad standout? Or better yet, what lessons will you apply to your own annual marketing challenges? We’d love to discuss it with you! Let’s talk.
