Super Bowl Bonanza: Is TV Still King or Does Social Media Reign Supreme?

The Super Bowl has long been a prime advertising spot, with brands shelling out millions for a 30-second TV ad. But is this traditional approach still delivering the best bang for the buck?

While the Super Bowl remains the most-watched TV event in the US, viewership has plateaued, and social media plays a bigger role than ever. In 2024, despite a record-breaking 124.4 million viewers, the #SuperBowlLVII hashtag on TikTok raked in 8 times more views (980.1 million)!

Brands are starting to rethink their Super Bowl strategies. Remember Doritos' "Crash the Super Bowl" campaign? They realised young audiences are already digital natives and creators, so they shifted their focus to social media engagement year-round.

Even in 2013, during a Super Bowl power outage, Oreo's witty tweet ("You can still dunk in the dark") showed the power of real-time social media responsiveness.

In 2023, State Farm smartly opted for influencer marketing on TikTok and Twitter, partnering with Khaby Lame for a viral campaign that reached 221 million viewers.

And then there's Usher's star-studded halftime show in 2024. His savvy social media promotion, featuring guest stars like Alicia Keys and Lil Jon, generated huge buzz, with fans declaring they were only tuning in for his performance. His efforts are credited as a key factor in the record-breaking viewership.

The game is evolving, it’s more important than ever for brands to use tools like the Buymedia Platform that empower brands with data-driven insights to optimise their marketing mix and maximise their ROI.

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