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Super Bowl Ads Remain Big Draw For Marketers In Age Of Fragmented Media, But Can All Those Celebrity Pitches Really Land?
Everyone watches the Super Bowl, but for media industry veterans it has come to be seen as an almost holy experience in a world of continuing atomization and linear decline. With ratings ebbing and…
With ratings ebbing and business models crumbling, last year’s edition registered the largest audience of any TV event in history, with 115.1 million viewers (albeit with the caveat of revised Nielsen methodology). This year’s main coverage on CBS will also stream on Paramount+ and an alternate, family-skewing telecast is slated for Nickelodeon, reprising a previous one with plenty of oozing green on-screen slime graphics and other enhancements. Unlike years ago, when the shot of attention came on game day and then in subsequent linear flights, today media consumers get served a steady diet of teasers, clips and snippets and often the full ad itself in the lead-up to Super Sunday.
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