Small brands benefit from streaming-only Super Bowl ads

The Super Bowl is a highly coveted advertising opportunity, attracting the attention of millions of viewers each year. While securing airtime during the big game can come with a hefty price tag, some smaller brands are finding their place through streaming-only commercials.

This year, Comcast’s NBC broadcast network will showcase Super Bowl 60, featuring the Seattle Seahawks and New England Patriots. Alongside the traditional TV broadcast, NBC’s streaming service, Peacock, will also simulcast the event. Although streaming is gaining popularity, the broadcast network remains the primary viewing platform for the Super Bowl.

Mark Marshall, NBC’s chairman of global advertising and partnerships, highlighted that streaming-only ad spots make up about 10% of the full ad inventory and are more budget-friendly than traditional TV commercials. These spots offer smaller brands the opportunity to reach a wider audience at a fraction of the cost.

NBC sold out its ad inventory for the Super Bowl, with commercials averaging $8 million for a 30-second slot. Some ads even fetched over $10 million each. In contrast, streaming-only ads fill slots typically reserved for regional commercials during the TV broadcast, providing exposure for new advertisers like Tecovas and Life360.

CMO Krista Dalton from Tecovas emphasized the strategic decision to debut the brand via streaming, citing the Super Bowl’s impact and the engaged audience on Peacock. Similarly, Life360’s CMO Mike Zeman highlighted the opportunity to reach modern families through streaming in an affordable way.

With nearly 128 million viewers tuning into the Super Bowl last year, the push for streaming space is on the rise. NBC’s digital offering has attracted 44 million subscribers, and the network’s expansion into live sports has further propelled this growth. Advertisers are keen on leveraging the platform to reach their target audiences effectively.

For smaller brands like Ro, the Super Bowl presents a valuable opportunity for brand exposure and growth. By investing in streaming-only ads and expanding their presence to the traditional broadcast, these brands can make a significant impact without breaking the bank.

In conclusion, streaming-only commercials are opening doors for emerging brands to participate in the Super Bowl ad game. With a mix of affordability and efficacy, these ads provide a pathway for smaller brands to make a splash during TV’s biggest night of the year.