Sports Advertising is Striking Out: Here is How to Fix It

2020’s Super Bowl Sunday was one to talk about. Not only was it a reprieve from COVID anxieties, it was another reminder of how important Super Bowl advertising slots still are to the broader advert industry. Even with companies like Budweiser, Coke and Pepsi bowing out of advertising during 2020’s Super Bowl, research out of marketing support company Allocadia showed 37% of viewers were still there solely to watch the commercials.

Leading into the Super Bowl, ad dollars were still flowing to the major broadcast companies. FOX, for example, sold out its 2020 advert slots before the end of 2019, with the highest 30-second slot selling for $5.6 million. So how worth it were those ad dollars? Did it translate to the pop culture and sales impact most companies expect?

Julia Stead, CMO of Allocadia, discusses viewership numbers, and the business case for dropping millions on an ad during a sporting event in today’s post-COVID world of content marketing and owned media.

Follow us on social media for the latest updates in B2B!

Twitter – @MarketScale
Facebook – facebook.com/marketscale
LinkedIn – linkedin.com/company/marketscale

 

 

Follow us on social media for the latest updates in B2B!

Image

Latest

Texas energy
Small Margins, Big Risks: How Fraud Hurts Texas Energy Retailers
January 6, 2026

Fraud has quietly become one of the most existential threats in Texas’s deregulated retail electricity market—because the business runs on razor-thin margins and delayed payment. Under the non-POR system overseen by the Electric Reliability Council of Texas (ERCOT), retail energy providers assume the full risk of nonpayment. With profit margins often measured in just a…

Read More
learning
From 30 to 1,500 Students: Scaling Mass Experiential Learning with How to Change the World
January 5, 2026

Higher education is at a crossroads. Institutions are being asked to do more with less—serve more students, prepare them for a rapidly changing, AI-shaped workforce, and prove the real-world value of a degree—all at the same time. Employers consistently note that while graduates are technically capable, many struggle to apply what they’ve learned to…

Read More
What the Future Looks Like if We Get It Right
What the Future Looks Like if We Get It Right
December 30, 2025

As the Patient Monitoring series concludes, the conversation shifts from today’s challenges to tomorrow’s possibilities. This final episode of the five-part Health and Life Sciences at the Edge series looks ahead to what healthcare could become if patient monitoring gets it right. Intel’s Kaeli Tully is joined by Sudha Yellapantula, Senior Researcher at Medical…

Read More
data center infrastructure
AI Is Forcing a Rethink of Data Center Infrastructure at Every Level
December 29, 2025

The data center industry is being redefined by AI’s demand for faster, denser, and more scalable infrastructure. According to McKinsey, average rack power densities have more than doubled in just two years. It went from approximately 8 kW to 17 kW, and is expected to hit 30 kW by 2027. Global data center power demand is projected…

Read More