Streaming-Only Ads Gain Traction During Super Bowl LX
As the Super Bowl LX approaches, advertisers are increasingly eyeing the event as a prime opportunity to reach millions of viewers. This year, the game will be broadcast by NBC, featuring a matchup between the Seattle Seahawks and the New England Patriots at Levi’s Stadium in Santa Clara, California. Notably, NBC’s streaming service, Peacock, will also simulcast the event, creating new avenues for advertising.
The Super Bowl has long been a lucrative platform for brands, with ad costs reaching record highs annually. This year, NBC has sold out its inventory, with 30-second commercials averaging around $8 million, and several slots exceeding $10 million. However, a growing trend in advertising is the introduction of streaming-only ad spots, which are proving to be more accessible for smaller brands.
According to Mark Marshall, NBC’s chairman of global advertising and partnerships, approximately 10% of the ad inventory during the Super Bowl will be designated for streaming-only commercials, which cost about half as much as traditional TV spots. “While these ads are cheaper, they are still a significant investment,” Marshall explained. The limited availability of these spots has attracted a diverse range of advertisers eager to capitalize on the Super Bowl’s massive viewership.
In recent years, the streaming simulcast has attracted a variety of new advertisers beyond the traditional giants like Budweiser and Lay’s. Brands such as Tecovas, a cowboy boot company, and Life360, a family safety app, have seized the opportunity to debut their ads on Peacock. Both companies highlighted the strategic advantages of participating in such a high-profile event while managing their marketing budgets effectively.
Tecovas Chief Marketing Officer Krista Dalton described the decision to advertise via streaming as “a deliberate choice,” allowing the brand to engage with a highly targeted audience. Similarly, Life360 CMO Mike Zeman emphasized the value of integrating into a significant cultural moment without overwhelming their overall marketing expenditure.
The Super Bowl remains a major draw for viewers, with nearly 128 million people tuning in last year, according to Nielsen. NBC’s digital offerings have gained traction over the past four years, and the surge in Peacock’s subscriber base—now at 44 million—has further fueled demand for streaming ad space. This growth is largely attributed to NBC’s commitment to live sports, with the Super Bowl and the upcoming Winter Olympics highlighting its programming slate.
Ad agency PMG’s Doug Paladino noted that brands have experienced positive results from advertising during NBC’s Sunday Night Football games, particularly due to the platform’s audience targeting capabilities. The introduction of streaming-only ads provides an entry point for emerging brands looking to establish themselves in the competitive advertising landscape.
Last year, direct-to-consumer health startup Ro made its Super Bowl debut with a streaming-only ad on Fox’s Tubi. The results exceeded expectations, prompting Ro to invest further in the Super Bowl this year, including a traditional ad spot featuring tennis icon Serena Williams. Senior Vice President of Growth Will Flaherty remarked on the value of understanding brand performance in such a high-stakes environment.
Additionally, brands like Manscaped are using the Super Bowl to promote new product lines, opting for ad slots before kickoff—typically less coveted but still impactful. Chief Marketing Officer Marcelo Kertesz acknowledged the significance of being part of the Super Bowl conversation as the brand looks to expand its offerings.
As the Super Bowl continues to evolve, the emergence of streaming-only advertisements is reshaping the advertising landscape, providing opportunities for both established and emerging brands to connect with a vast audience during one of the year’s most-watched events.
