Media Contact
Adam Allington
Millions of Americans will be tuning in to the Super Bowl on Sunday, not only to watch the football game, but also to check out the big-budget commercials from some of the nation's biggest advertisers.
Jura Liaukonyte
Dake Family Associate Professor of Marketing, Cornell SC Johnson College of Business
Jura Liaukonyte, professor of marketing at Cornell University, says in today’s fragmented media landscape, advertisers struggle to reach large, diverse groups of consumers all at once.
Liaukonyte says:
“The Super Bowl is a rare exception. Viewers don’t just watch the game live — they actively engage with the ads, discussing them in real time on social media, ranking their favorites, and even seeking them out online afterward.
“This level of attention and cultural impact makes Super Bowl ads uniquely powerful: they don’t just run during the game; they spill over into the broader conversation, extending their expiration date beyond the broadcast itself.
“This is one of the reasons advertisers are willing to pay such a high premium for those eyeballs. The Super Bowl is one of the last places where brands can be sure their message reaches a massive, engaged audience in real time. As consumer behavior continues shifting toward on-demand content, these rare moments of collective viewing are becoming even more valuable —helping explain why Super Bowl ad prices are rising faster than usual.”
