The Super Bowl, NBA All-Star Weekend, and Winter Olympics proved to be a live sports triple threat for audiences and advertisers.

WPP Media sat down with PJ Gasparini,  SVP, Insights & Measurement, NBCUniversal Advertising & Partnerships, for his take on the Big Game and the broader Legendary February ecosystem.

Turns out that a Super Bowl with nothing but field goals through the end of the third quarter didn’t have enough kick to top last year’s numbers. For the first time since 2021, U.S. overall viewership for the big game declined.

In the latest podcast from WPP Media’s Business Intelligence unit, Kate Scott-Dawkins (live from Levi’s Stadium) joins Jeff Foster and Nidhi Shah to break down Super Bowl commercials, the cost of Super Bowl ads, and why brands still pay for the last truly mass, shared TV moment.

TV measurement firm iSpot asked a panel of 500 people to rate Super Bowl ads on their likeability. The NFL and Ring topped the chart.

Legislation protecting publishers from AI scrapers, an interoperable measurement solution, and agentic protocols were among top of mind at the trade group’s annual leadership meeting.

ai.com launched its business with an ad during the game. While the ad isn’t showing up on other lists highlighting creativity, numerous reports noted that subsequent traffic crashed its site.

Budweiser and Lay’s take the top two spots in the USA Today Ad Meter for the second year in a row.

The modern Super Bowl is not only the No. 1 televised event of the year in the U.S. If it breaks the previous year’s record, it becomes the most watched event ever. In fact, the Top 10 most viewed TV programs of all time in the U.S. are now Super Bowls. If recent viewership trends hold up, as many as 130 million people in the U.S. alone will be tuning in to see the NFL’s championship game. Which makes it the most important single night of the year for many advertisers. 

Super Bowl LX is no longer just a sporting event. It has become a cultural moment — one where brands deploy sophisticated, integrated strategies, layered storytelling and emerging technology to capture attention at scale. Experts from across WPP give you the play-by-play.

Since the Super Bowl is the biggest sporting event in the U.S. every year, there’s no shortage of media coverage before and after the game. We’ve gathered some of the news in one spot, with an eye toward advertising and media. One them: Getting the most bang for those big bucks.

Super Bowl viewers can always expect a heaping helping of food and beverage ads. But this year’s game is shaping up to be dominated by Tech brands and services. And Health/Pharma is on the rise.

While this won’t be the first year we see ads for AI companies or AI-enabled products, this will be the first time we see an AI-crafted ad running in the Super Bowl. Critics might have something to say, but will consumers even notice?

Forty and counting. An incomplete list of celebrities appearing in this year’s Big Game ads.

Not all Super Bowl ads — or “Super Bowl ads” — are created equal. Marketers should know the difference between them.

Winners aren’t crowned only on the field for the Super Bowl. With the ads such a big part of the game — and with so much money behind them — numerous outlets review and rank them. A look at some of last year’s lists.

Patrick Power — Associate Director, Artificial Intelligence Solutions at WPP Media and one of the tour leads at CES 2026 — breaks down the broad tech trends and what they mean for marketers.

In the latest podcast from WPP Media’s Business Intelligence unit, Kate Scott-Dawkins, Jeff Foster, and Nidhi Shah break down what really matters for advertisers from CES: the explosion of robotics and smart home ecosystems, a wave of smart glasses and next-gen TVs, and what this growing “surface area” for media means for targeting, measurement, and creative.

Amid all the robots and TVs and gadgets at CES 2026, Disney Advertising made some media news with its annual Global Tech & Data Showcase. The company announced that it will move into the vertical video and micro-content space in the coming year.

At the WPP Media Lounge, Brian Cooley painted a picture of a world in which devices respond before you even ask, powered by ambient signals like location, biometrics, and neural sensing.