The news: The Super Bowl remains advertising’s biggest stage, but brands are no longer relying solely on a 30-second TV slot to make an impact.
- Per Ad Age and Digiday, companies are increasingly shifting their focus to multiplatform campaigns, leveraging TikTok, Instagram Reels, and YouTube Shorts to amplify their messaging.
- Some brands, like e.l.f. Beauty, are skipping national TV ads altogether, betting that real-time digital engagement can rival traditional broadcast reach; others, like Instacart, are blending TV spots with a robust social media push to maximize impact.