As the creator economy grows, marketers have put new energy into Super Bowl LX outside of the traditional prime-time ad spot — from hosting creators at Super Bowl watch parties to pop-up events on the ground. Creators are everywhere except the small screen at this year’s Big Game.
The U.S. annual creator economy ad spend is set to reach $43.9 billion this year, according to the IAB. But with 30-second Super Bowl spots going for up to $10 million, brands are tapping A-list celebs for commercials and creators to amplify marketing messages.
“[You’ll see] influencers as a complementary part of the program to get your commercial messaging out into the world,” said Nick Miaritis, VaynerMedia’s chief client officer. “It used to be Good Morning America would premiere the ad, and that would get you the exposure. Fewer and fewer people are tuning into that.”
Super Bowl creators on the ground
The league itself, eager to expand its following beyond traditional fans, is also looking to invest long-term and partner with creators for “months or years” beyond the Big Game, said NFL svp of marketing Ian Trombetta.
He used Druski as an example: The comedian and content creator was a guest referee at last year’s YouTube Flag Football Game, and this year, he’s a team captain, facing Colombian singer J Balvin and playing alongside former NFL player Michael Vick and other creators like Ross Smith, Marlon Garcia, and Deestroying. At the same time, Tequila Don Julio has also tapped Druski for a social series leading up to the Super Bowl.
“So many of our partners are now seeing the NFL tied to the creator economy in a much more intentional way,” Trombetta said.
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