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Every February, the American football finale captures the nation’s attention, drawing ever-larger audiences from coast to coast. Over the past five years, U.S. viewership has steadily grown, setting a record last year with 127 million viewers. And while the on-field action has everyone tuning in, it’s the game day advertising that often steals the spotlight.
These ads aren’t just interruptions — they’re cultural moments. With spots costing millions to air, brands invest heavily in ads that are clever, cinematic, and designed to be remembered. Viewers actively seek them out, rewatch them, rank them, and share them, making them prime examples of why big game ads go viral and key drivers of video advertising trends to come.
Today, fans may be watching the game on a smart TV while simultaneously scrolling through recaps, reactions, and brand moments on laptops or mobile devices — turning the championship game into a true multiscreen experience that publishers can actively monetize across screens. What was once a single broadcast moment has become a dynamic, multiscreen audience engagement engine — and a major online video monetization opportunity.
Reaching audiences on connected TV
The championship game is still anchored on the biggest screen in the room. Viewers gather in living rooms and shared spaces, often watching via streaming platforms on connected TVs — and many continue exploring related content on other CTV channels or apps during breaks or after the final whistle.
That behavior creates a clear opportunity for CTV media owners to reach highly engaged audiences with premium video content that aligns with the moments the broadcast has already put into motion. Even without live rights, companion content on CTV (like recaps, analysis, or brand-adjacent programming) can capture attention while interest is at its peak.
Timing and relevance are critical. The most effective CTV strategies are contextually aligned and seamlessly integrated. When executed well, CTV becomes more than a distribution channel — it’s a powerful extension of the multiscreen audience engagement engine, driving incremental revenue alongside web and mobile.
Big game ads now debut well before game day
Championship game commercials were once tightly guarded by advertisers, revealed for the first time during the broadcast itself. That’s no longer the case.
Today, audiences can catch them days or even weeks in advance. Full spots, teaser clips, extended cuts, and behind-the-scenes versions appear across social channels, giving viewers an early look at the most anticipated game day commercials everyone will be talking about.
This sneak-peek approach isn’t accidental. Advertisers intentionally pre-release their spots across platforms like YouTube, Instagram, TikTok, and their own channels to build familiarity and anticipation. When the commercials air live, viewers may have already seen them, but that recognition doesn’t diminish interest; it often amplifies it. By kickoff, these ads have built-in momentum and are primed for real-time reaction.
Where publishers enter the conversation
The buzz doesn’t stay on the big screen. As ads spark real-time excitement, viewers naturally look for more, pulling out phones, and turning to trusted media outlets for coverage, rankings, and reactions.
This surge of high-intent, time-sensitive traffic is a prime moment for publishers to capture attention. The advantage goes to those prepared to meet audiences as they move fluidly between watching on TV and exploring related content on their devices.
Publishers that surface ad recaps, reaction clips, or contextual video recommendations extend engagement and keep users on-site longer.When video is fast-loading and editorial aligned, game day traffic becomes more than a spike — it turns into a meaningful monetization opportunity during one of the most competitive weekends of the year.
Why vertical and short-form video matter
As audiences follow clips, commentary, and social chatter on their devices, the format matters as much as the content. Vertical and short-form video are optimized for mobile consumption, easy to share, and well suited for the fast-paced, moment-driven nature of the game.
When publishers embed these videos directly into articles, curate playlists, or leverage contextual recommendations, viewers can watch and share instantly. This approach captures search and social demand in real time and transforms fleeting interest into sustained engagement and repeatable revenue.
How to turn game day moments into monetization
Across screens, publishers and media owners that win on game day anticipate attention and organize video content around it. Some curate playlists of the most talked-about ads, combining full spots, extended cuts, and behind-the-scenes footage. Others embed videos directly into trending articles, allowing viewers to watch recaps or reactions without leaving the page.
The same strategy applies to CTV, where premium on-demand video content aligns with moments fans are already reacting to. When relevant video meets audiences in the moment across TV, mobile, and desktop engagement deepens and monetization opportunities multiply.
The year’s most-watched game remains the biggest stage in sports advertising. But for publishers and media owners, the real opportunity lies in recognizing that it’s no longer just a broadcast moment. It’s a multiscreen, video-driven experience playing out across web, mobile, social, and connected TV – before, during, and after the biggest night in football.
Those who plan with contextually relevant video and premium experiences turn game day attention into lasting revenue — and build a winning digital video strategy that extends well beyond kickoff.
Ready to make the most of game day traffic? Learn how EX․CO helps publishers and media owners maximize performance during peak moments with our machine learning-driven yield engine.