Are Mega Influencers the New Mega Media Platforms?

Linear TV ad spots are no longer the only place for star-studded content

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Editor’s note: This piece is part of our Columnist Network series, which explores the tactical thoughts and actions from Adweek’s community of high-level experts.

Super Bowl 56 shattered records with more than 100 million viewers and a $7 million price tag for 30-second ad spots. These yardsticks clearly demonstrate the enduring value of being able to assemble large audiences in real time. But with the rise of streaming, these opportunities are becoming fewer and further between.

But what if brands could be guaranteed 100 million viewers any time, any day, in prime demographics and with clear, measurable performance metrics? What would that be worth?

These opportunities exist today with mega influencers—pop stars, athletes, actors, gamers and beyond who’ve amassed engaged and loyal social media followings of 100 million or more.




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