The Super Bowl was once the ultimate advertising mic drop. Today, it’s less a standalone moment and more the centerpiece of a larger brand ecosystem. As the role of the Super Bowl spot evolves, brands must rethink what it truly delivers—on reach, relevance, and ROI—and whether the price of entry still makes sense. John Scurfield, WPP Media’s Executive Director, Sports and Gaming Partnerships, weighs in.
How has the role of the Super Bowl ad changed now that audiences see the commercials online before kickoff?
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.
Do brands still view the Super Bowl as a mass-reach play, or more as a cultural credibility moment?
The Super Bowl continues to deliver unmatched mass reach, which is why many legacy advertisers return year after year to build awareness at scale. It has evolved into a cultural touchpoint for brands aiming to connect with younger, digital-first audiences. Live sports create unique moments of mass attention, allowing brands to meet audiences where they are. By leveraging second-screen experiences alongside celebrities and creators, the most effective campaigns combine broad reach with meaningful, culturally relevant impact. The Super Bowl epitomizes sports fandom, spanning live program viewing, real-time social conversation, and its broader impact on culture and lifestyle.
What makes a Super Bowl ad worth it (or not) in 2026 compared to spending that budget elsewhere?
The Super Bowl is a catalyst for a broader, long-term storytelling strategy. With major sports tentpoles like the Super Bowl, the Winter Olympics, and the FIFA World Cup defining the 2026 calendar—and inventory secured well in advance—brands have a continuous cultural runway to build a cohesive narrative across moments. A strong Super Bowl activation can spark year-long engagement and sustain relevance from end-to-end.
