The news: College sports sponsorships generally outperform Super Bowl advertisements in brand recall, per a study from Big Chalk Analytics. Sports sponsorships also frequently influence shopping behavior among fans and increase viewership.

• Among respondents who viewed at least one bowl or playoff game during the college football postseason, 55.2% could recall at least one brand sponsor.
• The top five brand sponsors for the College Football Playoff National Championship outperformed the vast majority of Super Bowl LX advertisers in unaided brand recall—only behind the top five Super Bowl advertisers.
• 44% of fans stated that brand sponsorships at least somewhat influence their purchase habits. Of this group, 13.9% said they prioritize brand sponsors when shopping, and 30.1% said sponsorships favorably affect their shopping decisions.
• This sentiment was even stronger among March Madness fans, where 50% were influenced. Of them, 17.4% prioritize sponsors; 32.6% felt more favorable when shopping.

Why it matters: The findings indicate that major events like the Super Bowl, while offering mass viewership, might not always be the most favorable environment for advertisers looking to make a tangible impact.

The Super Bowl carries some of the highest advertising rates in the industry, with a 30-second spot starting at $8 million. At that price point—especially without consistent ROI—it’s out of reach for many brands. In comparison, while college playoff ads remain costly, most are priced around $2 million, according to Yahoo Sports, significantly less than the Super Bowl—and generally more likely to be remembered by audiences.

Implications for marketers: Ads and brand sponsorships outside the Super Bowl might not command the same level of cultural attention, but they offer an environment for marketers to make a higher impact on fans and a more likely scenario where viewers will convert into customers.

Another notable opportunity where audiences are likely to be more attentive to brand sponsorships is women’s sports. Ads during women’s sports draw comparably smaller audiences, but provide a 40% higher impact on consumer engagement than the standard primetime ad, per EDO.

For brands and marketers, the takeaway is that reliance on one-night, major events that draw outsized viewership won’t always translate into the best campaign results. Those who attract sports fans will prioritize advertising during high-impact moments beyond the Super Bowl.