Stretch Goals: Super Bowl Advertising in the News

Written By WPP Media MarComms

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.

Though WPP Media has been pounding this drum for years now, one of the main themes getting more play in the news coverage is the idea of stretching that 30-second spot into an ecosystem play.

John Scurfield, WPP Media’s Executive Director, Sports and Gaming Partnerships, told Cynopsis: “Super Bowl ads are no longer a single, surprise moment during the game. As audiences see the creative before the Big Game across social and other platforms, brands can build anticipation and engagement well before kickoff. That early momentum influences how the spot lands on game day and often extends its impact long after the final whistle. The in-game ad still matters, but it’s most effective when it’s part of a connected, multi-touchpoint story rather than a standalone moment.”

And with this year’s “Legendary February” from NBCU, marketers were given an opportunity to hit multiple sports — Super Bowl, Olympics, NBA All Star Game — with one package. That might seem a little pricey at first glance, but as WPP Media’s Marty Blich, U.S. Head of Sports Partnerships and Investment, told Digiday, it “gives advertisers the ability to extend their messaging into multiple platforms to continue those conversations.”

More coverage below:

WPP Media MarComms
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