Super Bowl Ads Are Still Worth It, but You Need a Game Plan

Winning creative and campaigns need just as much strategy as the Big Game

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The Super Bowl is a cultural touchstone. Whether you like football or are just there for the snacks, it’s bigger than the Big Game itself. Yet, like clockwork, marketers get into a back-and-forth over the same question every year: Is the Super Bowl still worth it?

As one of the most-watched events of the year and an advertising bonanza in its own right, it has been an epicenter of global brands debuting their million-dollar creative. When new opportunities beyond broadcast commercials arose, such as digital, experiential and creator partnerships, we started to see fractures of confidence as to whether the Super Bowl merited the investment.

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This story first appeared in the Jan. 30, 2024, issue of Adweek magazine. Click here to subscribe.