Super Bowl Ads Boosted Streamers Like Netflix and Hulu, But Strategies Are Shifting

As OTT stakes increase, spots may pivot to more general brand-building

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It’s just about time for the Super Bowl, the annual apex of sports entertainment that has long been a marketing bonanza. While the biggest drivers of the game’s record ad prices have been in sectors like automotive, technology, beverages, CPG, retail and telco, there’s another small but increasingly reliable category of Super Bowl advertisers: streaming services.

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