February 2, 2016

Game over.

The Super Bowl used to be, well, the Super Bowl of marketing. Not only did it reach millions upon millions, but it was that rare shared experience that made it so different and valuable.

111 million people will watch the Super Bowl. 1 billion will talk about it on Facebook. Social media and digital content now deliver that shared experience to hundreds of millions, every second of every day. That’s why Super Bowl spots have gone from inspiring to blah.

Marketers can be far more aggressive in the digital space and move at a pace that traditional media can’t. This universe of brand engagement has made the once edgy Super Bowl a celebration of safeness.

There will always be great spots, but they no longer embed themselves in pop culture like they once did. It simply isn’t the place where that type of conversation happens any more. What used to be a place for advertisers to change the game has become an expensive game of big brand prevent defense. The Super Bowl is no longer the big game – what happens around it will determine who wins.