"The Super Bowl has grown from a football game into one of the biggest cultural moments for brands," said our analyst Suzy Davidkhanian in a recent episode of “Behind the Numbers.” The Super Bowl maintains its advertising relevance in an increasingly fragmented media landscape because it delivers something increasingly rare: A massive, diverse audience engaged in a shared cultural moment.
Installs barely grew but app purchases hit $167 billion. Saturated markets will force apps to extract more value from loyal users.
Job fears hit lower-income consumers hardest, making retail demand more uneven.
For marketers, millennials represent high engagement across social platforms and elevated price sensitivity amid cost-of-living pressures.
Novo’s Big Game spot can help reinforce the Wegovy pill’s credibility against copycat compounded versions.
The top Super Bowl campaigns now hinge on multi-channel activation as audiences engage via social, streaming, and retargeting.
Non-controversial stars, authentic fits, and humor, not fame alone, boost Super Bowl ad results.
Legal scrutiny, rising rivals, and fading China relevance are testing its turnaround.
51% of Super Bowl ads featured multiple celebrities in 2025, triple the rate from 2016, according to a January report from iSpot.tv.
Regulators say TikTok’s “addictive” features break rules, creating a legal test that could force core platform changes or fines.
Less than 10% of consumers accept the top result and most cross-check sources, indicating skepticism of search rankings.
Adobe lifted its ad spend 30% to $1.4 billion to sell its AI story, signaling a future where marketers must sort real AI innovation from flashy features.
Gemini turns search into dialogue, feeding richer intent into auctions and tightening Google’s end-to-end ad loop.
The jeweler aims to protect margins and reduce reliance on a single volatile metal.
Legacy measurement overlooks gaming, commerce, and creators—fueling billions in misallocated ad spend.
Marketing technology (martech) has entered a new era defined by AI agents, composable architectures, and the rise of buyer-side AI assistants that are fundamentally changing how customers discover brands and B2B vendors.
Amazon’s strong Q4 results were tempered by uncertainty as a $200 billion 2026 spending plan rattled investors.
Ralph Lauren and Coach proved brand building can fuel growth even as demand stays selective.
45% of US employees used AI at work at least a few times a year in Q3 2025, more than double the 21% who said the same in Q2 2023, according to a December report from Gallup.
Retail executives are largely aligned on one point: Artificial intelligence is no longer experimental, but is central to how retailers expect to drive growth, improve customer experience, and build more resilient operations.