The wait is over, and Super Bowl Sunday has finally arrived.
For dedicated sports fans, the Super Bowl is the one day a year they can publicly declare their love for the game. For brands, however, it signifies something even bigger. Anything is possible on Super Bowl Sunday. Goals can be reached, limits can be broken, and brands have the chance to make history.
As we know, gaining exposure is an ongoing challenge in today’s world of endless choices. That’s why the Super Bowl continues to make headlines in the marketing world, and here are the three reasons why.
First, given that the Super Bowl is one of the most-viewed broadcasts in the United States, it has been reported that brands pay an average of $7 million for no more than thirty seconds of air time (DecenterAds, 2025). While this may seem like a significant investment, consider the opportunity to instantly scale your reach to a global audience of sports fans, culture enthusiasts, and Gen Z viewers eagerly awaiting the halftime show. For reference, the share of streaming viewers for the Super Bowl in the United States climbed from 28% in 2023 to 34% in 2024, illustrating the game's ongoing expansion in scope each year (Stoll, 2024).
Second, 96% of fans use multiple devices while watching a live sporting event (DecenterAds, 2025). For those in the programmatic advertising world, this insight reminds them that making ripples in advertising does not require a hefty $7 million budget. Through real-time bidding, location-based targeting, dynamic creatives, omnichannel optimization, and audience segmentation, brands can maximize their reach by ensuring the right message reaches the right audience at the perfect time, resulting in unparalleled exposure (Brandastic, 2025).
As advertisers worldwide work tirelessly to prepare for the big day, we’re here to discuss why we are excited, and no, it’s not for the game. The ads displayed on the jumbo screen throughout the night set the standard for creativity and innovation for the entire year. In fact, 43% of viewers watch the Super Bowl specifically for the ads, and to make matters even more compelling, half of them actually make purchases based on the ads they see (DecenterAds, 2025).
This is what characterizes Super Bowl advertisements. It is not just about visibility but about creating a cultural moment. Here at Primis, we understand the power of content and its ability to determine an ad’s failure or subsequent success. The best ads are those that captivate the audience and tell a story. This is why the creativity and storytelling that are showcased on the screens during the big game are remembered for years to come. Brands deliver tailored and relevant content, turning the once-dreaded commercial breaks into moments we eagerly anticipate. A prime example from last year’s game is the Dunkin Donuts x Ben Affleck campaign. The campaign launched during halftime and quickly gained worldwide traction.
That said, whether we like to admit it or not, the Super Bowl is the one night a year when consumers genuinely enjoy ads rather than tune them out in complete frustration. The Super Bowl takes on an entirely new meaning when viewed from this perspective. More than just a global sporting event, the Super Bowl has become one of the most powerful marketing events of the year.
This unprecedented visibility allows advertisers to engage with a large global audience. To capitalize on this opportunity, brands must utilize the right ads positioned in the right context at the right time for maximum impact.
At Primis, we ensure you never miss out on opportunities to scale your brand. For events like these, we work closely with our clients to secure the perfect inventory ahead of the anticipated traffic surge. With our support, they gain access to precisely matched inventory for their audience.
Whether you’re looking for premium ad inventory to elevate your brand or high-quality demand to maximize your revenue, our team is here to help. Contact us today!
The Day We’ve All Been Waiting For: Super Bowl Sunday
