The Super Bowl has long been marketing’s moment to shine. But in 2026, the game is bigger than a single broadcast. From AI-powered creative and record-breaking streaming audiences to a fragmented social media landscape, traditional narratives about game day — one of the few remaining monoculture touchstones for marketers — are clearly shifting. Here, Rise and Quad experts weigh in on five key questions marketers are asking during the runup to Super Bowl LX.
What role will AI play in Super Bowl marketing this year?
AI will be used to produce creative to varying degrees — that’s a given. But I also believe AI will be used as a joke punchline. We’ve all seen what can happen when ad campaigns are too dependent on these tools, and I think we’re finally ready to talk about it as an industry
—Joshua Lowcock, President of Media, Quad
What Super Bowl viewership metrics should marketers be tracking?
Streaming hit a record 14.5 million viewers during last year’s Super Bowl, with Tubi alone pulling 13.6 million. That’s more than 10% of the total audience going through a free platform. We’ve seen plenty of technical snafus with live events on streaming platforms in recent years, but Tubi delivered pristine 4K visuals with just 26 seconds of latency. The broader population is starting to realize that you don’t need a subscription to watch the biggest game of the year in high definition, and we know Gen Z are merciless cord-cutters. In 2026, expect streaming to crack 20% of total viewership.
—Dan Ripes, Group VP, Client Services, Rise
What trends should we expect to see in Super Bowl ads?
Be on the lookout for ads that play — in jest or in seriousness — on the themes of improving health and wellness, welcoming authenticity (self and community), engaging with nostalgia and embracing humanity through compassion. We should expect new collabs that were made for each other (William Shatner and Raisin Bran, anyone?) as well as reunions we want to see on repeat (e.g., the cast of “The Office”). Celebrities will be on full display, for sure, but ads that tug the heartstrings with real people and real messages will be the ones most talked about on Monday morning.
—Gwen Maass, SVP, Media Investment and Activation, Rise
Which social media platform will drive the Super Bowl conversation on game day?
Trade groups are projecting that wagers will hit a record $1.76 billion, up more than 25% compared to last year, and X is where prop bets and rage tweets live. But Instagram and TikTok drove the majority of Super Bowl brand engagement in 2025, and research shows that 75% of Gen Z fans engage with snackable sports content, such as short-form social videos, more frequently than full game broadcasts. The Super Bowl isn’t one audience anymore — it’s different audiences on different platforms. X owns the gambling conversation, but Instagram and TikTok own the cultural conversation. Pick your battlefield.
—Dan Ripes, Group VP, Client Services, Rise
How can brands that didn’t pay millions for a national Super Bowl ad capitalize?
Larger brands can still home in on the Bay Area [Levi’s Stadium in Santa Clara is hosting Sunday’s game] with targeted, addressable media — especially on social, display, OOH and geotargeted CTV near transportation hubs and known social centers. This can help create a local presence, close to the game, without paying Super Bowl spot rates. Mid-market brands can also get in on the action by meeting Super Bowl viewers where they’re at. This might mean prioritizing ad spend near local bars, restaurants and watch party locations, as well as with ride-hailing apps. Even if your brand doesn’t play on the national field, you can still make sure you’re capitalizing on traffic (online or otherwise) from this televised event.
—Justin Garvin, SVP, Media Strategy & Planning, Rise
Want to continue the conversation about event-related campaigns and omnichannel marketing? Rise can help.
