How performance marketing, digital channels, and culture are reshaping the Big Game decision
The Big Game is the most anticipated event of the year for the football world. Bringing in nearly 127.7 million viewers, it’s no wonder that it is also the most important day for advertisers, brands, and companies alike.
The choice to put an advertisement in for the Big Game is no simple decision. It’s also an expensive one. Creating a 15-30 second ad that will not only captivate audiences but also bring in revenue is a huge feat, but it can bring significant returns.
The Case for Skipping the Big Game
For the 2026 Big Game (LX), 30-second commercial spots are commanding between $7 million and $8 million, setting a new record for in-game advertising. Due to overwhelming demand, NBCUniversal sold out its ad inventory early, with some spots reaching or exceeding the $8 million mark. As costs continue to climb, many brands are reconsidering whether a one-off TV moment is the best use of budget.
Deciding not to advertise during the Big Game has increasingly become a strategic move. Brands like Nike are shifting toward performance-centered campaigns, investing in digital, social, and experiential marketing channels that offer stronger targeting, clearer measurement, and potentially better ROI. Others are redefining what Big Game advertising looks like altogether—Skittles, for example, opted for a live performance delivered directly to consumers’ homes rather than a traditional broadcast spot. With multiple major sporting events throughout the year, brands are also diversifying investments instead of putting all their eggs in one very expensive basket early on.
The Cost of Missing the Cultural Moment
Appointment television refers to moments when viewers intentionally tune in at the same time to watch live programming, creating a shared, real-time cultural experience. The Big Game is the clearest example of this in modern media, with 127.7 million viewers all watching simultaneously, offering brands rare, concentrated attention and mass reach in a single buy.
For large brands, the investment can be worth it—elite placement, instant brand buzz, and cultural relevance all come together on one stage. However, choosing not to advertise during the Big Game doesn’t come without risk. Skipping the moment means forfeiting mass awareness and a chance to be part of a conversation that can last for years. With over 100 million U.S. viewers, brands that sit out may see a dip in relevance, especially if competitors seize the spotlight and own the cultural moment instead.
What This Shift Means for Modern Marketers
Ultimately, some companies are moving away from the traditional ad model. This shift is due, in part, to the argument that the ads’ impact has diminished, as audiences are often preoccupied with their phones during breaks, and the digital extensions of campaigns frequently generate more excitement than the television spot itself. The Big Game is no longer a must-buy for every brand. Instead, it has become a calculated choice, one that forces marketers to weigh cultural relevance against performance, and mass reach against measurable ROI. In today’s fragmented media landscape, that calculation looks different from what it did even a few years ago.
