The Super Bowl remains the biggest stage for advertising, drawing massive audiences and commanding premium ad prices. However, the way viewers engage with the event is evolving, and Connected TV (CTV) has emerged as a pivotal player in reshaping Super Bowl advertising strategies. With the rise of streaming platforms and data-driven targeting, brands now have greater opportunities to maximize engagement and optimize their ad spend.
The evolution of Super Bowl advertising spend
According to the latest IAB Advertising Outlook 2025, digital video, particularly CTV, continues to experience significant investment growth. With streaming now accounting for an increasing share of total viewership, advertisers are shifting their budgets from traditional linear TV to CTV and digital platforms. This shift allows brands to take advantage of audience-first strategies, leveraging first-party data to create personalized and measurable campaigns.
Super Bowl campaigns are no longer limited to a one-time, high-profile commercial spot during the game. The expansion of CTV and digital inventory enables advertisers to execute holistic campaigns that extend before, during, and after the event, engaging audiences across multiple screens. CTV is no longer just a supplementary channel—it is a core part of the Super Bowl ad strategy.
Transparency and targeting: the new standard for advertisers
As advertisers demand more transparency, granular targeting and premium inventory have become non-negotiable elements in CTV advertising. A key takeaway from the IAB report is that brands are prioritizing ad placements that offer detailed performance tracking, brand safety assurances, and high engagement metrics.
Content curation platforms play a crucial role in this evolution by ensuring that advertisers can access high-quality inventory while maintaining full visibility into where and how their ads are delivered. This transparency helps drive higher ROI and strengthens trust between advertisers and CTV platforms.
The power of data-driven ad strategies
One of the biggest advantages of CTV advertising during the Super Bowl is the ability to leverage enriched data signals for precise audience targeting. Unlike traditional TV buys, where brands rely on broad demographic assumptions, CTV enables advanced segmentation using behavioral insights, first-party data, and contextual signals to reach viewers with relevant messaging at optimal moments.
A critical trend observed in the IAB Outlook Report is the growing collaboration between advertisers, DSPs, and publishers. By integrating enriched data signals into programmatic campaigns, brands can maximize the effectiveness of their Super Bowl ad spend, ensuring that their message resonates with engaged and high-intent audiences. This shift toward data-driven precision is setting a new benchmark for premium CTV advertising.
Looking ahead: what to expect for Super Bowl 2025
With CTV ad spending projected to continue rising, the 2025 Super Bowl is expected to further showcase how brands capitalize on digital-first strategies. Key trends to watch include:
- Expanded cross-platform measurement, ensuring advertisers can track performance across streaming services, social platforms, and digital extensions.
- Greater focus on premium inventory and content signals, allowing advertisers to refine targeting and increase impact.
- Innovation in ad formats, such as interactive and shoppable CTV ads, providing immersive experiences for audiences during the big game.
As CTV cements itself as a dominant force in sports advertising, brands that embrace these advancements will have the upper hand in delivering high-impact Super Bowl campaigns. By prioritizing transparency, data-driven targeting, and premium inventory access, advertisers can turn the Super Bowl into an always-on engagement opportunity rather than just a one-night event.
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