CTV Report
This Year’s Big Game: Fewer Car Ads, More Celebrities, and Record-Breaking Ad Prices
by Frankie Karrer2 min read
Abstract
- Last year’s Big Game drew 123.7 million viewers, and 46% of viewers now use digital platforms as a secondary way to watch the game.
- NFL postseason ad spend increased 22% year-over-year, reaching $624.5 million, and a 30-second Big Game spot now costs up to $8 million.
- Car ads have declined to just 8% of total Big Game commercials, while entertainment and wireless provider ads have expanded their presence.
Streaming’s continued rise set the stage for this year’s Big Game (aka SB LIX) to break viewership records, especially after last year’s game drew 123.7 million viewers. And it delivered — attracting 126 million viewers across various platforms. While traditional linear TV remains the primary way to watch, 46% of viewers now turn to digital platforms as a secondary source. In fact, multitasking is becoming the norm, and only 31% of viewers plan to focus on a single screen. With audiences splitting their attention between CTV, digital, and social, advertisers have more opportunities than ever to extend their reach beyond game night.
Brands are responding to this shift with bigger investments and changing strategies. NFL postseason ad spend jumped 22% year-over-year to $624.5 million, with CBS leading in revenue at $244.3 million. Big Game ads, which saw price tags rise to up to $8 million for a 30-second spot, are also evolving along with audience behavior. Car commercials, which once dominated game day, have dropped to just 8% of total ads, while entertainment and wireless providers have increased their presence. As brands double down on digital and Connected TV, the SB LIX is no longer just about making a splash — it’s about building long-term engagement across multiple platforms.
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