Author: Melissa Daniels

This story was first published by Digiday sibling Modern Retail.

Carhartt is one of the latest brands to lean into sports advertising, finding a way to tap into football season that goes beyond partnering with the athletes themselves.

The 135-year-old workwear brand is tapping into NFL season with the latest installment of its “Made Possible” campaign. The 30-second spot highlights the construction workers and tradespeople who worked on Highmark Stadium, the new home of the Buffalo Bills that opened ahead of the 2026 season.

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Kara Puccinelli, Chief Commercial Officer, Nexxen

Connected TV (CTV) has long shouldered the same assumptions of traditional TV: creative is expensive, reach is broad and measurement can’t be linked easily and directly to outcomes. But that perception is changing, and for good reason. 

As streaming gives advertisers more precise ways to reach audiences, test messages and connect exposure to business results, CTV is becoming a practical performance channel for brands that are willing to bring more rigor to audience strategy, creative testing and measurement. 

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