The news: As traditional TV ad buys evolve in the face of changing viewer habits and fragmented media consumption, winning Super Bowl campaigns are now defined by how effectively brands activate across multiple channels.
The strategy in action: CeraVe’s 2024 campaign featuring Michael Cera offers a clear example of that approach in action. Its success was largely driven by a carefully executed strategy across channels, said Toby Coulthard, CPO of AI-powered brand messaging platform Jacquard.
That’s because audiences aren’t engaging with Super Bowl campaigns solely during the game. They “see clips on social media, read about it online, or get retargeted afterwards,” Coulthard said in commentary shared with EMARKETER. Reaching target audiences on the right channel, with the right messaging, and at the correct time will drive results.
Why multi-channel matters: Traditional TV viewing habits are eroding, and consumers are simultaneously engaging with content across more channels than ever before—making a multi-channel strategy during major events critical for reaching consumers.
- Digital is becoming the forefront for TV. Over one-third of the US population (35.7%) will be digital live sports viewers in 2026, per our forecast.
- Linear broadcast TV still leads as the preferred platform for live sports consumption—but this gap is likely to close as streaming has officially overtaken overall time spent watching TV.
- Meanwhile, audience attention is fragmenting across platforms. People are no longer just watching TV—they’re doing it while scrolling through their smartphone.