Category: In the News

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.”

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In over 50 years of selling its wares, Pittsburgh cookware brand All-Clad has never run advertising against live sports coverage. But next week, it’s diving into the deep end with a campaign set to run alongside Peacock’s stream of the 2026 Winter Olympics.

“We’re an American heritage brand,” noted Stephanie Sandkvist, head of retail media and Amazon at Groupe SEB, All-Clad’s parent company. As such, the chance to run ads in front of audiences cheering on Team U.S.A. during ice hockey or ski jump events without having to invest in a sponsorship or expensive linear package was a “no brainer,” she said. It’s a milestone event for the business.

Events like the Olympic Games used to be the preserve of the industry’s largest advertisers. But since NBCU began allowing brands to buy Olympic ad inventory via programmatic means two years ago for the summer Paris games, one of sports media’s crown jewels is accessible for brands with smaller budgets. 

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