Editor’s Letter: The Real Big Game for Marketers Is Engaging With Consumers Individually

The scale-based advertising of the Super Bowl is increasingly an anomaly


Enveloping this month’s Digital Transformation Playbook, which is focused on the burgeoning trend of personalization as an important marketing avenue, is Adweek’s annual Super Bowl issue. It’s an interesting pairing and underscores a shift in the brand-marketing ecosystem—from the power of many, to the power of one.

The Super Bowl remains one of a handful of televised media events to still draw a huge audience. Brands this year will spend $5 million per 30 seconds to get their products and messages in front of the 111 million people expected to tune in.

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This story first appeared in the Jan. 29, 2018, issue of Adweek magazine. Click here to subscribe.