This year’s big game stands as the pinnacle event in sports entertainment, bringing together fans from coast to coast in the United States and Canada. The matchup features the Kansas City Chiefs and the Philadelphia Eagles, with kickoff at State Farm Stadium in Glendale drawing a crowd well over 75,000. Last season’s finale drew an average of about 123 million viewers worldwide, and industry forecasts suggest this year’s spectacle could reach even larger audiences as people tune in not only through traditional broadcasts but also via social media and streaming platforms. Advertisers, aware of the Super Bowl’s global reach, invest heavily, often paying top dollar for 30-second spots that have become cultural talking points, with price tags reaching new heights in this historic broadcast window.
The halftime performance this year features Rihanna, returning to the stage after a multi-year hiatus. Plans around a new song debut have sparked much speculation, but indications suggest a career-spanning moment that could redefine the artist’s live legacy. The choice to perform at the Super Bowl honors Rihanna’s two-decade-plus career and is framed as a celebration of her influential body of work, with a performance that may fuse past hits with fresh material in a compact, high-energy showcase.
Seven million dollars for 30 seconds
The prominence of the Super Bowl as a televised event means brands save their most ambitious campaigns for the big night. This year also marks a notable change in sponsorship strategy at the halftime break. Pepsi, previously a long-standing sponsor for a decade, has shifted away from the halftime sponsorship in favor of Apple Music, which will present a new visual and musical interlude during the break. The move signals a broader trend in branded entertainment where platforms with strong music and media ecosystems seek to align with the most-watched broadcast in North America.
In the advertising lineup, Popcorners stands out for leaning on a cultural touchstone, echoing the spirit of a popular TV universe and featuring familiar characters in a fresh, snack-focused narrative. Other brands, including Rakuten, Avocados from Mexico, Michelob Ultra, and Booking.com, secured brief, memorable slots that resonated with viewers during the 15-minute window dedicated to the halftime show’s commercial block. These spots are crafted to be instantly shareable online, extending the life of the campaign beyond the stadium lights.
Beyond the ads, anticipation runs high for new movie and series previews that typically debut during the event. Early trailers and teases are expected for upcoming releases such as the Fast and Furious franchise, Ant-Man and the Wasp: Quantumania, Aquaman and the Lost Kingdom, Scream 6, Transformers: Rise of the Beasts, and John Wick 4. Fans look for fresh glimpses that can shape early audience interest and drive subsequent discussions across social platforms, entertainment sites, and streaming services. These previews contribute to the event’s overall energy, turning the Super Bowl into a multi-faceted media moment that extends far beyond the final whistle.