Throw a Party, Buy a Spot: How Media Companies Capitalize on the Super Bowl

Or they just compete directly, like with the Puppy Bowl

There’s one day out of the year that many Americans are guaranteed to be gathered around a screen. And it’s not to watch the local news.

It’s the Super Bowl, baby cakes!

And if we’re gathered around a screen (or preparing to)—there’s opportunity for media organizations to take advantage, either by throwing parties surrounding the big to-do, advertisements in the game itself, as well as stacking content in direct competition with or around it to capture consumers’ attention.

“The most important thing the Super Bowl provides is a huge reach, so if you want to very quickly build a brand, there’s nothing even close to the Super Bowl,” said Tim Calkins, clinical professor of marketing at Northwestern University’s Kellogg School of Management.



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