The Super Bowl is no longer a single broadcast moment. It is a layered media system where reach, attention, and action happen across different time horizons and platforms simultaneously. The brands that win are not the loudest in the game window, but the ones that understand how audiences move between screens, creators, commerce, and culture—before, during, and long after kickoff.
Havas Play North America’s latest thought leadership dives into what to expect from Super Bowl LX, as the sporting event moves beyond being a single broadcast moment to a layered media system where attention, participation, and commerce unfold across platforms, creators, and time horizons.
Key Takeaways:
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The Super Bowl is no longer won in the game window alone; brands that succeed understand how audiences move between screens, creators, culture, and commerce before, during, and long after kickoff.
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Media is becoming transactional, participatory, and programmable, from agentic commerce and AI-powered experiences to creator-led distribution and gaming platforms.
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Cultural gravity is shifting, with creators, gaming ecosystems, and global talent playing a central role in how the Super Bowl is experienced and remembered.
Download the full report
here.
