The Super Bowl isn’t just a football game—it’s an annual cultural phenomenon that brings together millions of viewers, unites communities, and serves as a stage for some of the most creative and impactful Super Bowl advertising of the year.
With over 113 million viewers tuning in for the 2023 Super Bowl (Nielsen), it remains the most-watched television event in the US. The game transcends sports, becoming a shared experience that connects people across generations, interests, and demographics, making it a prime opportunity for brands to maximize their Super Bowl advertising impact.

For brands, the Super Bowl is a rare opportunity to tap into this cultural moment. It offers unparalleled reach and engagement, with 77% of viewers considering ads part of the entertainment (Statista). The event also fuels conversations on social media, where platforms like Instagram, TikTok, and Twitter amplify campaigns and spark real-time interactions. In fact, Super Bowl-related posts generated over 4 billion impressions on social media in 2023 (Sprout Social).
But the Super Bowl isn’t just about big-budget TV spots. Consumers are increasingly engaging with brands in innovative ways—through digital activations, creator-led content, and even interactive AR filters. Social platforms, recognizing the potential, provide brands with tailored advertising solutions to reach and resonate with their target audiences before, during, and after the game.
The Opportunity Awaits
- For Brands: The Super Bowl offers a chance to make a statement, build awareness, and connect with audiences in ways that other events simply can’t match. It’s a platform to showcase creativity and stand out in a crowded marketplace.
- For Consumers: Viewers aren’t just passive spectators—they’re active participants. From eagerly awaiting commercials to engaging with brand campaigns online, the Super Bowl is a multi-dimensional experience for fans.
- For Platforms: The Super Bowl season drives massive spikes in activity. Platforms become hubs for engagement, where brands and consumers interact, share, and create. These platforms also offer cost-effective opportunities for smaller brands to leverage the event’s buzz.
The Audience: A Diverse and Engaged Powerhouse
Based on the latest audience insights, this annual event provides brands with unparalleled opportunities to connect with a wide range of consumers. Here’s a closer look at the Super Bowl audience and the marketing opportunities it presents for advertisers.
Who Watches the Super Bowl?
The Super Bowl attracts a vast and diverse audience, offering advertisers a chance to reach nearly every demographic:
- Generational Reach:
- 18–24 Years (Gen Z): 23% of Gen Z actively participates in the Super Bowl experience. Gen Z engages heavily with second-screen experiences and interactive, entertaining content on platforms like TikTok and Instagram.
- 25–44 Years (Millennials and Gen X): This group forms the core of the viewership, with Millennials contributing significantly due to their buying power and affinity for shared experiences. These viewers value shared experiences, humor, and nostalgia, making them receptive to emotionally charged or culturally relevant campaigns.
- 45+ Years: While slightly smaller in size, this group has a higher disposable income, making them a valuable target for luxury and premium brands.
2. Gender Split:
The audience is nearly evenly split between men and women, debunking the myth that the Super Bowl is primarily a male-dominated event. Nearly 47% of Super Bowl viewers are women, presenting opportunities for campaigns beyond traditional male-centric ads.
This balanced gender representation creates opportunities for brands in categories like fashion, beauty, and wellness, alongside traditional sectors like automotive and beer.
3. Viewing Platforms:
While traditional TV remains the most popular medium, streaming platforms and social media are growing rapidly. Many viewers engage with second-screen experiences, participating in live discussions and sharing content on platforms like Twitter, Instagram, and TikTok.
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How and Where Audiences Watch?
Understanding how viewers consume the Super Bowl can shape effective advertising strategies:
- Traditional Television: Broadcast networks remain the primary platform, capturing 70% of the audience. High-impact TV ads are essential for reaching this segment.
- Streaming Platforms: Streaming services account for 25% of viewership, particularly among younger audiences. Brands can optimize for dynamic, interactive ad formats tailored to mobile and digital experiences.
- Watch Parties & Second-Screen Engagement: Over 60% of viewers actively use social media during the game. Real-time campaigns on platforms like Twitter and Instagram amplify brand reach and encourage interaction.
Viewer Engagement: Pre, During, and Post-Game
The Super Bowl experience isn’t confined to game day. It unfolds in three distinct phases:
- Pre-Game (1-2 weeks before the event):
- Behavior: Viewers plan watch parties, shop for snacks, and engage with team predictions. Social media buzz builds as brands release teasers and collaborate with influencers.
- Opportunity: Advertising costs are lower, and competition is minimal, making this an ideal time for brands to create anticipation with teaser campaigns, interactive polls, and early influencer activations.
- During the Game:
- Behavior: Viewers focus on the game, commercials, and halftime show while engaging on second screens. Nearly 69% of viewers use their phones during the event (Statista), sharing reactions, memes, and favorite ads.
- Opportunity: This is the time for high-impact storytelling. Ads that evoke humor, nostalgia, or surprise generate the most buzz and are likely to dominate social conversations.
- Post-Game (1-2 weeks after):
- Behavior: Audiences re-watch commercials, engage with memes, and reflect on standout moments. Super Bowl-related content often garners more views post-event than on game day itself.
- Opportunity: Extend your campaign’s lifecycle with follow-up content, behind-the-scenes features, and reimagined creative assets that tie back to the game’s themes.
What Motivates the Super Bowl Audience?
Super Bowl viewers are more than passive spectators—they’re highly engaged participants in the event. Key motivations include:
- Entertainment: Ads are as much a part of the Super Bowl experience as the game itself. Many viewers look forward to creative and memorable commercials, making it a prime opportunity for storytelling and brand awareness.
- Social Connection: For many, the Super Bowl is a shared experience with family and friends. Brands that tap into themes of togetherness and celebration can create emotional resonance.
- Cultural Moments: Viewers expect brands to make bold, creative statements that align with the cultural significance of the Super Bowl.
Opportunities for Brands
Appealing to Underserved Audiences:
- Women Viewers: With women comprising nearly half the audience, there’s room for more campaigns that resonate with their interests, such as fashion, lifestyle, or family-oriented messaging.
- Multicultural Representation: Ads that celebrate diverse cultures or use multilingual messaging can resonate deeply with under-represented groups.
2. Engaging Younger Viewers:
- Younger audiences, particularly Gen Z, crave authenticity and value-driven messaging. Brands that incorporate humor, sustainability, or inclusivity into their campaigns can win their attention.
- Interactive experiences, like gamified ads or AR/VR integrations, can enhance engagement among tech-savvy viewers.
3. Maximizing Second-Screen Behavior:
- With a significant portion of the audience engaging on social media during the game, brands have an opportunity to extend their campaigns beyond TV ads. Live polls, hashtags, and influencer collaborations can drive real-time conversations.
4. Localizing Campaigns for Cultural Relevance:
- Regional campaigns or nods to specific cultural traditions can help brands build deeper connections with diverse segments of the Super Bowl audience.
5. Capitalizing on Viewing Habits:
- The growing shift to streaming and mobile viewing means brands can create tailored ads optimized for smaller screens and on-demand consumption.
Industries with High Super Bowl Advertising Potential
With over 100 million viewers tuning in annually (Nielsen, 2023), the event creates unparalleled opportunities for brands across various industries to connect with their target audiences.
1. Food and Beverage
Why it works: The Super Bowl is synonymous with parties, snacks, and drinks. Food and beverage brands are perfectly positioned to capitalize on the occasion, as 79% of viewers consume snacks during the game, and 62% drink alcohol or non-alcoholic beverages (Statista, 2023).
Examples:
- PepsiCo and Anheuser-Busch have historically dominated Super Bowl advertising, using humor and star power to promote beverages and snacks.
- Emerging brands like DoorDash and Uber Eats have leveraged game-day delivery campaigns to boost sales and app engagement.
2. Beauty and Personal Care
Why it works: Taylor Swift’s engagement with NFL player Travis Kelce has sparked a surge in female viewership, with 47% of the Super Bowl audience now identifying as women (Statista, 2023). This opens the door for beauty brands to connect with a demographic that hasn’t traditionally been targeted during the game.
3. Technology and Streaming Platforms
Why it works: With an increasing number of viewers streaming the game (35% in 2023, according to Adobe Analytics), tech brands have a golden opportunity to reach digitally savvy consumers. These audiences are also more likely to engage with second-screen content during the event.
4. Financial Services
Why it works: Financial literacy and planning are increasingly top of mind for consumers, especially among millennials and Gen Z. The Super Bowl offers a unique chance for financial brands to build trust and educate viewers.
5. Retail and E-Commerce
Why it works: The Super Bowl occurs at the start of the year, when consumers are open to discovering new brands and products. Retailers can use this moment to drive awareness and sales.
Challenges of Brands Surrounding Big Sports Events like the Super Bowl
1. Challenge: Cutting Through the Clutter
With dozens of high-budget ads competing for attention, standing out in the sea of commercials can be daunting for brands with smaller budgets.
Strategies to Navigate:
- Leverage Social Media First: Platforms like TikTok, Instagram, and Twitter are buzzing with Super Bowl-related conversations before, during, and after the game. Focus on creating relatable, shareable content tailored to these platforms.
- Hijack the Moment: Use real-time marketing to respond to game events, player moments, or halftime buzz in creative ways. Think Oreo’s “You Can Still Dunk in the Dark” tweet during the 2013 blackout.
- Niche Messaging: Avoid trying to appeal to everyone. Instead, target a specific audience segment with a hyper-focused message that resonates deeply.
2. Challenge: Managing Limited Media and Production Budgets
High production costs and premium ad slots can put traditional Super Bowl advertising out of reach for smaller brands.
Strategies to Navigate:
- Create Digital-First Content: Instead of competing for expensive TV ad slots, focus on digital campaigns. Platforms like YouTube, Facebook, and Snapchat offer cost-effective ways to run ads targeted to your audience.
- Repurpose Existing Content: Optimize previously successful content with slight tweaks for relevance to the Super Bowl. This saves time and resources while maintaining consistency.
- Influencer Partnerships: Collaborate with micro-influencers who have strong engagement with your target audience. Their authenticity can deliver impactful results at a fraction of the cost of celebrity endorsements.
3. Challenge: Delivering High Creativity with Limited Resources
The Super Bowl is synonymous with groundbreaking, buzzworthy ads, and smaller brands often feel pressured to match this level of creativity without the same resources.
Focus on Storytelling: Emotional, humorous, or surprising narratives often resonate more than high production value. Craft a compelling story that ties into the Super Bowl spirit.
Lean Into Humor or Relatability: Humor often performs well, especially when it’s self-aware. Alternatively, focus on relatable scenarios that speak directly to your audience’s experiences.
4. Challenge: Engaging the Target Audience Effectively
With millions of viewers from different demographics, connecting meaningfully with the right audience can be tricky.
Create Interactive Campaigns: Use polls, quizzes, or gamified elements on social media to engage your audience directly. For example, run contests asking fans to predict the game outcome or share their game-day traditions.
Capitalize on Pre- and Post-Game Buzz: Extend your campaign timeline to engage audiences before and after the game when there’s less advertising noise. Pre-game, focus on excitement and preparation; post-game, lean into reflection and community sharing.
Bonus Tip: Amplify Your Efforts with Platform-Specific Tactics
Each platform has unique opportunities to help smaller brands maximize their impact:
- Twitter: Real-time reactions to game moments with clever, timely posts.
- Instagram and TikTok: Use Reels and Stories to share snackable, creative content. Highlight user-generated content to build community engagement.
- YouTube: Release a longer-form version of your ad or behind-the-scenes content that offers a deeper look into your brand.
- Facebook: Run targeted ads using audience insights to maximize ROI.
Addressing Super Bowl Advertising Challenges
1. Crafting Thumb-Stopping Creatives
Challenge Addressed: Cutting through the clutter and meeting high expectations for creativity.
The Super Bowl audience craves bold, innovative, and emotionally resonant content. Creatives should prioritize:
- Visual Boldness: Bright, attention-grabbing visuals, dynamic animations, and bold typography can make your content stand out.
- Snackable Storytelling: Short, impactful narratives designed for platforms like TikTok, Instagram Reels, and YouTube Shorts work well for audiences with shorter attention spans.
- Humor and Relatability: Humor continues to be a top-performing element in Super Bowl ads. Relatable, slice-of-life moments infused with humor can build a strong connection.
- Emotional Resonance: Ads that evoke strong feelings—be it nostalgia, pride, or joy—often leave a lasting impression.
- Personalization at Scale: Use dynamic creative optimization (DCO) to tailor messages to specific audience segments, such as generational groups or regional markets.
2. Expanding Media Touchpoints
Challenge Addressed: Limited media budgets and cutting through the clutter.
Solution: Diversify media channels to amplify reach. Instead of relying solely on TV spots, brands can explore a diverse range of media channels to reach their audience:
- Social Media Previews: Tease your campaign with short snippets or behind-the-scenes content on platforms like Instagram and TikTok. Build anticipation leading up to game day.
- Second-Screen Engagement: Nearly 69% of Super Bowl viewers use a second screen (smartphone, tablet, or laptop) during the game. Brands can capitalize on this behavior with synchronized ads, live polls, or real-time reactions.
- Interactive Ads: Platforms like YouTube and Snapchat allow for gamified or interactive ad formats, increasing engagement and retention.
- OTT and Streaming Services: As streaming continues to rise, placing ads on platforms like Hulu or YouTube TV can help brands reach viewers who watch the game via non-traditional methods.
3. Timing is Everything: Pre-Game, Game Day, and Post-Game Opportunities
Challenge Addressed: Maximizing impact with limited budgets and cutting through the noise.
Solution: Extend engagement beyond game day. Super Bowl engagement isn’t confined to game day. Brands can extend their presence across three phases:
- Pre-Game Buzz: Start your campaign early by releasing teasers or participating in the build-up to the event. Brands like Pepsi and Budweiser often drop pre-game content to generate excitement.
- Game Day Moments: Use real-time marketing to react to pivotal moments during the game, like touchdowns or halftime performances. Timely, witty content on social media can drive viral engagement.
- Post-Game Reflections: Keep the conversation alive by following up with content that reflects on the game, engages winners and losers, or highlights how fans celebrated.
4. Data-Driven Campaigns
Challenge Addressed: Engaging the audience effectively and meeting high expectations for creativity.
Data can help brands fine-tune their campaigns to align with audience behaviors and preferences:
- Audience Insights: Use demographic and behavioral data to craft hyper-targeted messaging. For example, with increasing female viewership, beauty brands can position themselves as essential for game-day glam.
- Performance Analytics: Track engagement metrics in real time to adjust your campaign’s tone, visuals, or targeting strategy as needed.
- Geotargeting: Tailor campaigns to specific regions to maximize local relevance, especially for industries like QSRs (quick-service restaurants) or retail.
How VMG Digital Can Help Brands Shine During the Super Bowl Season
Navigating the competitive and high-stakes Super Bowl advertising landscape requires a blend of creativity, strategy, and precision. At VMG Digital, we specialize in helping brands craft impactful campaigns that not only stand out but also deliver measurable results—whether you’re aiming for a splashy game-day presence or strategic pre- and post-game activations.
Here’s how VMG Digital can support your brand’s creative and media needs during the big sports events like the Super Bowl:
CGI and High-Impact Campaigns
For brands planning well in advance, VMG Digital can deliver highly polished, innovative campaigns:
- CGI and 3D Animations: Perfect for creating stunning visuals of products in action, immersive storytelling, or even “fake” out-of-home placements that simulate larger-than-life experiences.
- Comprehensive Creative Campaigns: Develop integrated campaigns that combine digital, social, and even traditional media, ensuring consistent messaging across all touchpoints.
- Localized and Global Reach: We can localize these high-impact assets for multiple markets, helping brands resonate with diverse audiences.
Creator-Led Content
If your brand wants to harness the authenticity and engagement of influencer marketing, we can execute:
- Creator Partnerships: Collaborating with influencers and creators who align with your brand and resonate with Super Bowl audiences.
- Organic-Style Content: Short-form videos, testimonials, and live-stream activations designed to feel natural and relatable.
- Cross-Platform Campaigns: Strategically deploying creator content across TikTok, Instagram, and YouTube for maximum reach and engagement.
Net New Videos and AR Filters
With eight weeks, VMG Digital can create:
- Net New Video Content: From product showcases to narrative-driven ads, we craft high-quality videos tailored to your brand’s voice and goals.
- AR Filters and Branded Effects: Interactive and fun experiences that invite audiences to engage with your brand directly on platforms like Instagram and Snap.
- Platform-Specific Edits: Customized versions of your videos for social platforms, ensuring optimal performance across feeds, stories, and reels.
Repurposing and Optimization
Even on a tight timeline, VMG Digital delivers impactful solutions:
- Asset Repurposing: Transforming existing creative assets into fresh, engaging formats optimized for Super Bowl season.
- Performance-Driven Optimizations: Enhancing visuals, adding subtitles, or adjusting for platform-specific requirements to maximize your campaign’s impact.
Quick Turnaround Ads: Crafting snackable, attention-grabbing videos or static assets designed to cut through the clutter.
Why Choose VMG Digital?
- Expertise Across Industries: From beauty to tech to QSR, we understand how to connect with your audience during key cultural moments like the Super Bowl.
- Social-First Creativity: Our work thrives on platforms like TikTok, Instagram, YouTube, and Snap, ensuring your campaign reaches audiences where they’re most engaged.
- Global and Local Reach: With offices worldwide, we can scale campaigns across markets or tailor them for hyper-local impact.
- Data-Driven Approach: We use audience insights and performance metrics to ensure your campaign not only stands out but also delivers results.
Partner with VMG Digital
At VMG Digital, we don’t just create ads—we create experiences. Whether you’re looking to dominate the digital space, make a splash on social media, or build a multi-channel campaign, we’re here to turn your vision into reality.
Let’s make your brand the MVP of this Super Bowl season. Contact VMG Digital today to get started.
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