In an era defined by fragmentation, where audiences scatter across apps, subscriptions, and feeds, the Super Bowl remains one of the only annual moments of true monocultural engagement. With tens of millions tuning in across linear and streaming, the Big Game still delivers a rare, unified audience. That makes it a unique stage for brands to do far more than entertain. They can strategize. And how brands chose to show up in 2026 says a lot about where media and comms strategy is heading.
Here’s what stood out this year, and what it means for communicators.
1. It Isn’t All About the Big Reveal Anymore
What We Saw
For several years now, brands have been releasing Super Bowl teasers, and increasingly full ads, well ahead of kickoff. The logic is simple: in a fragmented media environment, one airing, even during the Big Game, is no longer enough. Pre-release strategies allow brands to pair paid media with earned buzz, extending the lifespan of a costly creative asset.
This year made it clear that your pre-game strategy matters. Squarespace released its full Emma Stone spot in advance of the game, positioning the ad itself as the primary moment, with the full video available on YouTube ahead of kickoff. While polished and star-driven, the execution largely lived as a standalone piece rather than part of a broader narrative arc.
By contrast, Raisin Bran took a more layered approach, beginning weeks earlier as an earned-media curiosity play driven by tabloid coverage of William Shatner eating cereal alone in his car. The content felt incidental, almost accidental, until it culminated in a crass but comedic Super Bowl commercial that tied the moment together.
Why It Matters
Both brands released content early, but only one used earned media as a true storytelling engine. Raisin Bran didn’t just preview the ad. It created intrigue that begged for resolution. The Super Bowl spot wasn’t the starting point; it was the payoff.
The Insight
Releasing early isn’t the strategy. Building narrative momentum is. The most effective campaigns treat paid media as the climax of a story that earned and social channels have already made people care about. Big Game creative works best when it’s not just seen, but anticipated.
2. The “From Who?” Factor Still Matters
What We Saw
Some ads used the Super Bowl’s uninterrupted attention span to delay the reveal of who the spot was from, letting storytelling take the lead before the logo or brand name appeared. A standout example this year was Coinbase’s karaoke-style commercial, which leaned into a sing-along format built around a classic pop song before pivoting at the end to reveal crypto trading messaging, as seen in the full Super Bowl spot.
Why It Matters
Unlike a typical 7-second pre-roll where branding is front-loaded to avoid skips, the Super Bowl gives brands a captive screen for a full 30 to 60 seconds. That opens the door to narrative structures that build interest, deliver engagement, and then land the message.
The Insight
When you have an audience’s undivided attention, you can afford to take creative risks with storytelling. It’s about engaging first and branding second.
3. TikTok Influencers Take the Big Stage
What We Saw
Brands are increasingly recognizing that credibility, especially from digital-native creators, can deliver more value than traditional celebrity presence alone. Neutrogena leaned into that trend by putting well-known TikTok dermatologist Dr. Muneeb Shah front and center during its Big Game campaign, showcasing a voice audiences already trust for skincare advice, as seen in campaign assets shared during the game.
Why It Matters
With 30-second Super Bowl spots reportedly selling for record prices, reaching around $8 million per 30 seconds in 2026, brands have to squeeze every possible ounce of impact out of each impression, according to industry estimates. Strategic use of recognizable, authoritative voices like influencers with built-in subject matter credibility can cut through more effectively and often at a lower marginal cost than an A-list actor who lacks a meaningful connection to the product category.
The Insight
In at-scale moments like this, relevance and trust can be more powerful than fame alone. Invest in voices that add meaning and authority to your message.
The Big Takeaways
The 2026 Super Bowl ads offered more than entertainment. They offered a blueprint for how brands should think about media strategy in a fractured world:
• Campaign arcs extend beyond kickoff when paid and earned media are woven together.
• Story comes first when you truly have the audience’s attention.
• Trust and authority matter beyond social media, extending into high-stakes advertising moments, where credibility often delivers more impact than celebrity alone.
In a landscape where moments of unified attention are increasingly rare, the Big Game still matters, but only if brands treat it as part of a broader strategy rather than a standalone stunt.