The Super Bowl isn’t just a sporting event—it’s a global media spectacle, drawing millions of viewers who tune in for the game, the halftime show, and, of course, the Super Bowl ads. With the Kansas City Chiefs and the Philadelphia Eagles set for a highly anticipated rematch in 2025, brands have a unique opportunity to engage audiences in new and innovative ways.
But as consumer behavior evolves, so does the way people watch NFL games. Traditional TV still commands significant reach, but NFL on CTV is on the rise, offering advertisers a more immersive, targeted, and measurable way to connect with audiences.
With CTV viewership surging, advertisers must rethink how they capture attention during the big game. Here’s what the data reveals about NFL trends leading up to Super Bowl 2025, and how brands can leverage them for maximum impact.
The way audiences watch NFL games has changed dramatically over the past few years. According to Prosper Insights & Analytics, streaming platforms have gained significant traction among football fans, particularly younger demographics who prefer CTV NFL football over traditional cable TV.
Why This Matters for Advertisers:
Traditional Super Bowl TV ads remain powerful, but they come with significant challenges—high costs, limited personalization, and an inability to engage viewers in real time. Seizing the NFL football season allows brands to:
As more fans turn to watch the big game, advertisers must rethink how they distribute their budgets. Contextual AI offers the next step in precision targeting, ensuring that ads appear in the most relevant football content at the right moment.
The challenge with Super Bowl advertising is relevance. Viewers are bombarded with flashy, high-budget ads during NFL games, but the brands that succeed are the ones that connect with audiences on a contextual level.
Why Context Matters for NFL Trends:
Contextual AI enables brands to tap into the conversations happening around the Super Bowl—not just through traditional sports content, but also via cultural moments, trending player storylines, and fan engagement topics.
Take the Travis Kelce and Taylor Swift phenomenon. Their high-profile relationship has transcended football, driving record-breaking NFL viewership numbers among non-traditional sports fans. Brands that can align their Super Bowl ads with trending moments like these stand to gain significantly more visibility and engagement.
By leveraging NFL insights and real-time Super Bowl trends, brands can ensure their Super Bowl CTV campaigns are not just seen—but actually resonate with fans in meaningful ways.
Super Bowl engagement is fueled by more than just the game itself. Fans engage with the event through multiple touchpoints, including fantasy football, home-viewing experiences, sports betting, and social media interactions. With multi-screen usage increasing by 12%, fans are consuming game content across CTV, mobile, and social platforms, making it essential for advertisers to adopt cross-platform strategies. In addition, fantasy football discussions remain highly relevant, with top player mentions like Patrick Mahomes, Joe Burrow, and Tyreek Hill influencing engagement beyond just team loyalty. This means brands aligning with fantasy football, player stats, and live predictions have a greater chance of capturing audience attention.
Food and beverage trends also play a crucial role in shaping Super Bowl engagement. Game-day food culture remains a dominant force, with buffalo chicken dip, nachos, and tailgate snacks among the most-searched items in the weeks leading up to the event. Advertisers in the food and beverage sector should take advantage of this by integrating their products into game-day marketing narratives. Meanwhile, health-conscious eating trends continue to rise, with increased searches for air-fried snacks and dairy-free alternatives, presenting new opportunities for health and wellness brands.
Another key engagement factor is the crossover between sports and entertainment. The Super Bowl halftime show consistently generates a 29% increase in second-screen activity, making it an ideal moment for brands to connect with audiences. Additionally, Travis Kelce’s media influence—boosted by his relationship with Taylor Swift—has expanded NFL discussions beyond traditional sports fandom, driving a 49% increase in non-sports fan engagement with football-related content. Brands that integrate cultural moments into their Super Bowl campaigns can tap into a wider, more diverse audience.
On the digital front, sports betting is surging. Super Bowl-related betting searches saw a 43% increase leading up to last year’s game, demonstrating the high demand for real-time, AI-driven ad placements within sports betting content. Brands in the fintech and gaming industries should align their campaigns with live betting moments, odds updates, and game analysis content to maximize relevance.
Super Bowl Sunday is no longer a single-screen experience. As fans turn to Super Bowl CTV, mobile apps, and interactive social platforms, brands need to adapt their advertising strategies to stay ahead of evolving fan behaviors. The brands that prioritize multi-screen engagement, cultural relevance, and real-time AI-driven contextual advertising will be the ones celebrating a win long after the game clock runs out.
With the rise of Super Bowl CTV, the evolution of NFL trends, and the growing role of AI-driven advertising, brands need smarter, more targeted strategies to stand out.
How to Get Ahead:
Next Steps in the Game:
Learn more about stepping up with our Contextual solutions here.