Big audiences have always pulled wagers toward them. What changed is the surface. A sports book once sat in its own lane, while television built the spectacle and sold the ads. Now the layers sit closer together. A championship game airs across broadcast, cable, apps, and social clips, while traders, fantasy players, and casual viewers […]

Hellmann’s Meal Diamond campaign has emerged as the most impactful Super Bowl LX ad online, according to data compiled by Quantcast. The adtech firm tracked engagement across the open internet, which includes news sites and blogs. and – from this – identified the top five performing Super Bowl ad campaigns. Hellmann’s ad, starring Andy Samberg […]

Super Bowl ads are reported to cost $8 million for just 30 seconds, but only a handful earn attention after the final whistle. Data from Kinetiq, the AI-powered global media intelligence platform, reveals which Super Bowl LX advertisers managed to extend their impact beyond game night. According to the analysis – conducted in partnership with […]

This year’s NFL Super Bowl scored big with British readers, according to data from Taboola, with post-match readership interest 63 per cent higher than 2025. Articles about the the game generated more than 4.7 million pageviews across UK publications over the past three months. This huge interest was sustained the day after the game, with […]

Rocket Mortgage’s America Needs Neighbours Like You has been crowned the most emotionally engaging ad of Super Bowl 2026, according to  data from creative intelligence platform DAIVID. The spot, co-created with sibling brand Redfin and centered on the power of being a good neighbour, generated the strongest positive emotional response of any ad shown during […]

System1, the Creative Effectiveness Platform, has revealed which Super Bowl LX US audiences are enjoying the most so far, and which have the greatest potential to drive long-term growth and profit. Early audience testing reveals ads from the NFL, Budweiser, Ring, Dove, and Pepsi ranking highest, sparking strong positive emotional responses. The top-performing campaigns share […]

DAZN, streaming platform, will bring Super Bowl LX to NFL Game Pass subscribers worldwide, offering features and an extensive slate of programming for £0.99. Super Bowl LX will see the Seattle Seahawks face the New England Patriots in a rematch of Super Bowl XLIX. That game ended dramatically with Malcolm Butler’s interception on the final […]

Nielsen is piloting a new methodology enhancement to more accurately account for co-viewing. The TV audience measurement specialist says this will better reflect the total viewership for programming – in particular live events.  The pilot programme will launch in the US with Super Bowl LX on NBC on February 8th and continue for high-profile sports […]

Super Bowl LX isn’t just a historic rematch. It also highlights how live sports viewing has evolved. Today, the experience integrates broadcast TV, streaming platforms, companion apps, and real-time data to deliver a more layered experience. When the Patriots and Seahawks take the field on February 8th, NBC’s ‘4K All Day; strategy and Peacock’s central […]