MOMENTS IN SPORTS: Brand Playbooks from Super Bowl LIX

Once again, the Super Bowl cemented itself as the biggest stage for advertisers. With FOX reporting inventory sold out four months in advance, brands competed fiercely for attention long before kickoff, leveraging star power, creative storytelling, and immersive experiences.

Social media metrics increasingly dictated success, challenging TV ratings as the gold standard for impact. Brands tapped into New Orleans’ vibrant culture for authentic, localized activations. Influencers weren’t just supporting acts – they were the main characters in multi-platform brand stories.

The halftime show, headlined by Kendrick Lamar, generated significant conversation, while digital engagement rivaled traditional TV metrics in brand impact.

Super Bowl advertising trends we spotted:

• Humor as a dominant creative strategy, providing an escape from societal tensions.
• AI and tech-driven ads making a major push.
• Celebrity power driving brand recall, with Tom Brady, Snoop Dogg, and Matthew McConaughey among the most mentioned figures.

Record ad spending wasn’t just a headline – it was a window into how brands are adapting to shifting consumer habits and the next era of storytelling. Download our latest paper for detailed insights and five strategies you can add to your playbook for brand success.