Known for multi-million dollar ads and celebrity cameos, the Super Bowl can seem unattainable and unrelatable for many organizations. But before you dismiss it as a potential marketing opportunity, consider this:
- It’s a rare shared common experience: Super Bowl 59 set a new record with an average of 127.7 million U.S. viewers across TV and streaming, marking the most-watched telecast in history. This year, Super Bowl 60 is projected to pull in over 100 million viewers on February 8th.
- Secondary media platforms are on the rise: Seven in 10 viewers will engage with secondary media platforms beyond their primary source. Social media is the most popular secondary media platform, with 46% of digital viewers and 30% of traditional TV viewers engaging online while watching the game.
- Your target audiences are active and ready to engage: Nearly 70% of Americans utilize an average of two or more additional media platforms to engage in related content during the game, with Super Bowl 2025 generating 2.83B total engagements across Instagram, X, and YouTube.
You don’t need to have a multi-million dollar ad budget or campaign to make an impact. Smaller organizations can leverage the power of the most-watched sports event in the U.S. by identifying related trends and themes that align with their services and applying them across media platforms.
For our healthcare and human services clients at R&J, we’re tapping into the significant sports betting activity in New Jersey. The Garden State led the nation last year with $169 million wagered on Super Bowl 59, and this year’s game is projected to generate another $161 million. This trend creates a timely and relevant opportunity for NJ-based providers to increase awareness of gambling addiction services. Here’s how we’re capitalizing on it:
- We’re leveraging data like Legal US Betting To Approach $1.75 Billion For Super Bowl 60 to offer clients as subject matter experts for earned media placements.
- We’re creating organic social content that educates people on the signs of gambling addiction and connects them to services and more information.
- We’re using paid strategies, especially across social media, to expand our reach and capitalize on already engaged audiences. This approach is cost-effective, highly targeted, and offers clear visibility into performance metrics such as impressions, engagement, and click-through behavior.
The Super Bowl offers a unique opportunity to engage audiences well beyond the television screen. By thinking creatively and leveraging relevant data and trends, smaller organizations can craft timely, impactful campaigns that achieve measurable results without a blockbuster budget.
If your organization could use support in leveraging media opportunities, planning content, or expanding your reach, our team is here to help.
