Why the Super Bowl Halftime Show Has Become the Biggest Ad of All

Katy Perry, brands poised to win big

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For brands that know the score, music and sports can be a winning combination—and nowhere more than the Super Bowl halftime show, the height of music, sports and pop culture on the world's ultimate stage.

"They're a natural pairing," says Angela Natividad, international account director at social agency Darewin. "Sports and music are both highly emotional and moment oriented," she adds, and their union can help advertisers reach consumers in meaningful and memorable ways.

"They align themselves extremely well," says Joe DiMuro, president of Frukt North America, a unit of sports and entertainment agency Octagon, and can work in tandem to "expand the ability of a brand to have relevancy," notably among millennials.

"Music and sports are the key to youth passion," adds Omar Johnson, CMO of Beats by Dr.



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