Audience are changing – and advertisers along with them. Martin Blich, Executive Director, Sports and Live Investment, GroupM US, talks Super Bowl Strategy.
How will this year’s Super Bowl game look different than last year?
Together, influencers and celebrities will create a powerful dynamic in this year’s Super Bowl. Featured prominently in this year’s creative, influencers and celebrities will demonstrate how the Super Bowl remains a platform not just for iconic advertising, but for cultural storytelling that extends beyond the game.
Influencers, valued for their authenticity and deep audience connections, are reshaping what it means to be a “celebrity” in advertising. Their lifestyle-driven, values-based content makes them relatable storytellers, while traditional celebrities bring broad recognition and can significantly amplify brand awareness. As brands seek deeper engagement, they are integrating both into campaigns in ways that feel organic and culturally relevant—ensuring Super Bowl advertising isn’t just about the big game but the conversations that surround it.
How are advertisers engaging newer audiences?
Brands are prioritizing dynamic, personalized storytelling that aligns with how today’s audiences consume content—seamlessly blending TV, social, and hyper-local activations. Rather than relying solely on the in-game spot, advertisers are creating immersive, multi-touchpoint campaigns that engage audiences across platforms. Interactive experiences, social-first extensions, and real-time engagement opportunities ensure that Super Bowl ads aren’t just watched but actively participated in.
What are the shifts in media planning and buying compared to past Super Bowls?
The Super Bowl has evolved beyond a single-day event into a multi-channel marketing moment. Brands are investing in holistic, cross-channel strategies that span social, streaming, CTV, and OOH – keeping the conversation going before and after the game. Data-driven targeting is also playing a bigger role, allowing advertisers to reach specific audience segments with precision, maximizing both reach and relevance.
Which emerging channels are set to make the biggest impact for brands?
Super Bowl viewers are increasingly shifting to streaming, as audiences seek more flexible and personalized viewing experiences. Meanwhile, second-screen behavior is reshaping engagement, with many fans following the game while interacting on social media, creating opportunities for brands to insert themselves into trending conversations online. Interactive and short-form content across digital platforms is becoming increasingly important for newer football audiences. These fans want digestible, engaging content that lets them experience the game on their own terms—whether by catching key moments in real-time, following their favorite athletes, or participating in online conversations about culture.
