Perspectives
The Super Bowl remains the biggest attention moment in advertising, but in an era of rising media costs and tighter marketing budgets, attention alone is no longer enough. Matt Vicenzi, Partner at Hall & Partners, breaks down what Super Bowl 2026 really reveals about modern brand growth strategy, showing marketers and brand leaders how the world’s most expensive ad slot can either become a powerful strategic accelerator or an $8 million missed opportunity.
For decades, the Super Bowl has been the undisputed crown jewel of attention media. In 2025, the game pulled in an average audience of almost 128 million viewers, more than double the next biggest broadcast of the year. In a media world obsessed with fragmentation, targeting and algorithms, the Super Bowl still stands out as one of the last true ‘everyone’s watching’ moments.
But in 2026, that attention comes with a hefty price tag. A 30-second spot is now close to $8 million - putting Super Bowl advertising cost and marketing effectiveness under sharper scrutiny than ever. Which brings us to the real question: not whether brands can afford the Super Bowl, but whether they know what to do with it.
At Hall & Partners, we don’t see the Super Bowl as just a media buy. We see it as a strategic stress test. It quickly exposes which brands are clear on how attention turns into growth, and which ones are just renting a moment in the spotlight.
Attention is easier than ever to buy. Turning it into long-term brand advantage is the hard part.
Partner at Hall & Partners
Why attention on its own doesn’t cut it anymore
CMOs today aren’t just responsible for awareness. They’re being asked to drive growth, justify spend and prove marketing ROI and commercial impact. That means “we went viral” is no longer a satisfying answer for modern CMO marketing strategy.
The Super Bowl turns this pressure up to maximum volume. Yes, it delivers enormous reach. But reach without direction fades fast. Without a clear role in a brand’s wider strategy, that $8 million moment can disappear almost as quickly as it arrives.
What stood out in Super Bowl 2026 wasn’t just the creativity, but how differently brands approached Super Bowl brand strategy - treating it as a strategic brand investment rather than a one-off media buy. While the ads looked very different on the surface, six clear patterns emerged.
Six strategic patterns from Super Bowl 2026
1. Building situational advantage
Some brands use the Super Bowl to strengthen their connection to specific moments, not just categories.
CPG brands like Pepsi, Bud Light and Lay’s continue to anchor themselves to the rituals of watching sport. Each of their approaches were a bit different – Pepsi took a swipe at Coca-Cola with the polar bears, Bud Light kept it funny and Lay’s went emotional focusing on farmers who produce their potatoes. The goal isn’t just instant sales. It’s mental availability through situational branding. When people gather to watch, celebrate or socialise, these brands want to be the obvious choice.
TurboTax plays a slightly different game. By showing up consistently around tax season, it taps directly into a high-intent moment. Here, Super Bowl attention isn’t just about fame, it’s about nudging people into action.
In both cases, the lesson is the same. Being top of mind in the right moments is a better growth strategy than trying to always be top of mind.
2. Giving established brands a fresh introduction
The Super Bowl is also one of the few stages big enough to reintroduce long-established brands.
In 2026, brands like Hellmann’s and Raisin Bran used the moment to remind audiences why they still matter. This isn’t about chasing nostalgia for fun. It’s about reconnecting with brand relevance and reinforcing what the brand stands for today.
When done well, a large bet on renewed brand attention can launch a brand revival which lasts and is ultimately more efficient than chasing ongoing short-term promotions.
3. Being first (and being clear)
Every year, the Super Bowl also acts as a launchpad for what’s “new”.
In 2026, AI was clearly the “new” which took over the Super Bowl. Ads from Google Gemini, Alexa+, AI.com, GenSpark, Wix and Base44 used the event to position themselves early in fast-growing spaces. For emerging categories, the Super Bowl can fast-track credibility and awareness.
But there’s a catch. Being first only works if people understand why it matters. Novelty on its own rarely builds lasting value. Clarity still beats complexity.
4. Giving a new launch a bit of rocket fuel
For some brands, the strategy isn’t just about being seen – they’re using the moment to share some big news. For them it was about product launch advertising.
This year, Grubhub (along with George Clooney) brought a bold new offer to the big game: to “eat the fees” by eliminating delivery and service fees on orders over $50. It’s not just a short-term offer; it represents a fundamental shift in their business model rethinking how delivery fees work.
Choosing a big stage such as the Super Bowl adds gravity to a big announcement like this. It signals that this isn’t just another promotion, but an entirely new direction. With this approach, it’s crucial the proof be in the pudding; the experience and savings match the expectation.
5. Going deeper on meaning, not just recognition
Some of the most effective Super Bowl strategies aren’t about awareness at all. They’re about emotional reinforcement.
FanDuel has been a part of the Super Bowl for several years but took a new approach for 2026. They harnessed a key insight about the big game – while it’s the biggest sporting event of the year, it’s the end of America’s favorite sports season.
This year’s ad served as a toast to the fans – with a bit of generosity to enjoy one last chance to bet on football before next fall. But FanDuel wasn’t just saying goodbye – they were solidifying their role in the moments sports fans enjoyed this year. Solidifying how they’ve become a central part of the sports viewing experience for many.
This kind of empathy builds emotional brand connection and memory; the kind that quietly shapes preference long after the ad has finished airing.
6. Signalling staying-power and solidifying credibility
For some brands, presence in the big game is a chance to signal staying power. People already know these brands but might not appreciate how long they’ve been around.
This year, two brands used the biggest stage to celebrate milestone anniversaries. Budweiser brought out the Clydesdales and added a bald eagle to celebrate 150 years of being an iconic American brand. Pokémon also celebrated its 30th anniversary by demonstrating the reach their brand has gained by featuring an array of celebrities sharing their favorite characters.
Taking the celebration to a big stage is a chance to both tell people you’ve been around and your brand has staying power – as well as to show people the vibrancy of your brand to be able to afford such a premium media position.
It’s a powerful signal of brand credibility and long-term brand growth, not just heritage.
The brands that win the Super Bowl aren’t the loudest ones; they’re the clearest about what that moment is meant to achieve.”
Partner at Hall & Partners
What Super Bowl 2026 really tells us about brand growth
The biggest takeaway from this year’s game isn’t about which ad “won” on social media. It’s about focus.
High-attention media moments don’t fix weak strategy - they amplify it. Brands that arrive with clear objectives, whether that’s owning a moment, refreshing relevance, signalling innovation or deepening emotional connection, get far more value from the same media spend.
And this isn’t just a Super Bowl lesson. The same rules apply to product launches, sponsorships, seasonal campaigns and creator partnerships. Attention is easier than ever to buy. Impact is not.
Conclusion: Turning Super Bowl spectacle into strategic growth
The Super Bowl will continue to dominate the attention economy. But the brands that benefit most won’t be the loudest ones. They’ll be the clearest.
As pressure on marketing budgets grows, the real question for CMOs isn’t “should we be there?” It’s “do we have a strategy strong enough to make this moment count?”
Because in today’s market, buying attention is easy. Turning it into long-term brand advantage through strategic brand investment is where the real work begins.
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FAQs
1. Is the Super Bowl still worth the investment for brands?
It can be, but only if it serves a clear strategic role. The Super Bowl delivers unmatched attention, but attention alone doesn’t drive growth. Brands that see the biggest return use the moment to strengthen mental availability, refresh relevance or deepen emotional connection, not just to generate buzz.
2. What’s the biggest mistake brands make with high-attention moments like the Super Bowl?
Treating them as one-off stunts. Without strong pre- and post-campaign planning, even the biggest media moment fades quickly. The most effective brands design Super Bowl activity as part of a wider ecosystem that extends impact across social, retail, PR and ongoing brand storytelling.
3. How should marketers decide what role their Super Bowl ad should play?
Start with the business problem, not the creative idea. Is the goal to own a seasonal moment, reintroduce the brand, signal innovation or build deeper emotional meaning? Once that role is clear, creative decisions become sharper and media investment works harder.
