Cait, one of our AV Planner/Buyers, takes a look at the recent Super Bowl and the value of advertising in live sports on TV…

The Super Bowl has once again confirmed what we in advertising know but the average person might not believe: TV is still highly viewed and remains the central hub for viewing content, particularly live sport.

Official viewing figures for Super Bowl 60 have not been released but they are estimated to be an impressive 135.4 million. That continues an average 6% year-on-year growth in Super Bowl viewership over the past five years. This year is expected to break records, becoming the most-watched Super Bowl ever, after last year surpassed the long-standing record set in 2017.

In a world of on-demand, catch-up and short-form content, live sport remains one of the few moments where audiences actively gather, watch in real time, and engage together. That shared, unskippable experience is incredibly powerful. TV isn’t dying but thriving, and live sport is a huge player in that (sports pun).

Live sport strength is recognised in advertising too. NBC advertising space in the Super Bowl sold out five months early, the fastest sellout in Super Bowl history. Despite the high price tag, demand for these advertising spots were high too proving that brands still see immense value in premium, mass-reach TV moments.

A huge shout-out to our UK TV client MANSCAPED who made their Super Bowl debut with the brilliantly bonkers “Mancare Your Everywhere” campaign. The global men’s grooming brand is always a joy to work with due to it’s creative and unique ads. They stand out in a category that usually plays it safe by straying from the usual celebrity endorsements and instead showcasing ‘grotesque-yet-weirdly-lovable singing hairball monsters who are ultimately chopped off and thrown away’ turning ‘the disposable into the unforgettable.’ Exactly the type of creative risk that cuts through (shaving pun).

Fun fact! Lady Gaga headlined Super Bowl 51 (2017), which previously held the viewership crown. Her record was only beaten for a single year before she returned to perform again this year as a support artist, reclaiming the top spot and cementing her place in Super Bowl history. She is such an icon.

At Mostly Media TV sits firmly at the heart of what we do. We specialise in helping brands understand the true power of TV, from live sport to high-impact moments like the Super Bowl, and in building campaigns that make the most of its unmatched reach, attention, and cultural influence. If you’re curious about what TV can really do for your brand, we’re always happy to talk.

Credit: Caitlin Blue, AV Planner/Buyer