The Super Bowl is more than a game – it’s a cultural moment, and this year’s game on February 9th, is shaping up to be no different. It’s a pinnacle event in American sports, consistently drawing massive television audiences.

 

Over the past five years, Super Bowl viewership has demonstrated remarkable consistency, with the event remaining a dominant force in linear TV. In 2024, Super Bowl LVIII broke records as the most-watched broadcast in U.S. television history, attracting an average of 123.7 million viewers.

 

This consistent audience scale underscores the Super Bowl’s enduring appeal. For advertisers, the event represents a rare opportunity to reach an engaged and diverse audience at scale. While big-budget ads during the game dominate headlines, there are powerful ways to leverage Linear TV throughout the Super Bowl season to achieve impactful results – even for smaller brands.

 

 

 

Why Linear TV buying continues to be a winning strategy for Super Bowl ads

 

 

Linear TV holds a unique position in the media landscape, especially during live events like the Super Bowl. Its ability to aggregate massive audiences in real-time gives advertisers a platform to create memorable, shared experiences that resonate far beyond game day.

 

Super Bowl ads often become cultural touchpoints like Apple’s iconic “1984” commercial that introduced the Macintosh, Budweiser’s emotional “Puppy Love” featuring a Labrador and a Clydesdale, or Pepsi’s unforgettable Cindy Crawford ad “New Can” from 1992, with millions tuning in not just for the game but for the creativity and storytelling displayed in these high-profile spots. Brands that invest in linear TV during this time benefit from:

 

• Unmatched Audience Reach: No other platform can deliver the same scale and immediacy as linear TV during the Super Bowl.
• Cultural Relevance: Ads aired during the Super Bowl often spark conversations that dominate social media and watercooler chats for weeks.
• Full-Funnel Impact: Linear TV reinforces brand messaging and complements digital campaigns, driving both awareness and action.

 

 

 

Capitalizing on the Super Bowl buzz: How smaller brands can use Linear TV to reach the same audience

 

 

You don’t have to be a Fortune 500 company to benefit from the excitement surrounding the Super Bowl. Smaller brands can leverage the buzz by strategically buying linear TV inventory before, during, or after the game, or in related programming. Here’s how:

 

• Pre-Game and Post-Game Ads: These slots are often more affordable but still reach a captivated audience. Brands can connect with viewers as they gear up for or wind down from the game.
• Local Market Buys: By targeting specific regions, smaller businesses can make a big impact without the price tag of a national campaign.
• Aligning with Trends: Tapping into the cultural themes of Super Bowl campaigns – such as humor, storytelling, or social commentary – allows smaller brands to align with the moment.

 

Linear TV offers smaller brands a chance to “ride the coattails” of the Super Bowl’s cultural momentum, making their message relevant and timely without needing a multi-million-dollar budget.

 

One interesting example from this year’s Super Bowl is Google’s strategy. They aired 50 different regional ads across the United States to promote small businesses that use their AI for work. This approach allowed them to highlight local brands in each state, giving smaller businesses a chance to shine during the big game.

 

Another notable mention is Taco Bell’s unique approach. They featured fans who took photos at their drive-thru cams, making the fans the real stars of their Super Bowl commercial.

 

 

 

What smaller brands can learn from Super Bowl ad trends

 

 

The Super Bowl has long been a showcase for advertising innovation, with brands pulling out all the stops to create ads that entertain, inspire, and connect. Some of the more noteworthy examples in super bowl history that smaller brands could take from are:

 

1. Coca-Cola (1980) – “Hey Kid”: Featuring Mean Joe Greene, this heartwarming emotional ad became an instant classic
2. Doritos (2006-2016) – “Crash the Super Bowl“: Doritos allowed fans to create their own ads, resulting in many funny and engaging commercials
3. Trade (2008) – Talking Baby: The talking baby ads used humor to make stock trading seem accessible and became a recognizable branding tool
4. Snickers (2010) – “You’re Not You When You’re Hungry“: Featuring Betty White, this ad was both hilarious and well-executed, becoming a long-running campaign

 

Smaller brands can take inspiration from these big-budget campaigns and apply similar strategies on a more affordable scale:

 

• Emotional Storytelling: Ads that evoke strong emotions often leave the greatest impression. Smaller brands can focus on authentic, relatable stories that resonate with their target audience.
• Leveraging Humor: Many of the most memorable Super Bowl ads use humor to cut through the noise. A clever, well-timed joke can work wonders, even on a smaller budget.
• Being Culturally Relevant: Big brands often tie their campaigns to cultural trends or issues. Smaller brands can do the same by staying attuned to what their audience cares about.

 

Linear TV remains an accessible way for smaller brands to implement these learnings. By buying ad spots strategically and crafting compelling creative, they can achieve outsized impact without breaking the bank.

 

 

 

Maximize the moment with Linear TV

 

 

The Super Bowl season offers a rare chance for brands of all sizes to capture attention and drive results. Linear TV’s ability to deliver massive reach, cultural relevance, and real-time engagement makes it an essential part of any Super Bowl advertising strategy. Whether you’re a global powerhouse or a growing business, there’s a way to harness the power of linear TV to make the most of this unique moment.

 

Ready to craft a winning strategy?