What Consumers Want from Big Game Ads
Unpacking tentpole event marketing strategies and trends in sports advertising
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Overview
Big Game advertising commands attention and investment. This report outlines how people watch, what they remember, and what moves them to act, linking those insights to proven tactics you can use before, during, and after the game. It includes fresh data and a new case study to show how coordinated TV, CTV, social, and digital drive lift.
Turn anticipation into impact
68% of consumers say they look forward to Big Game ads, and nearly half watch ads online before kickoff, extending reach and recall when brands seed creative early.
Design for shareability, not just spectacle
Humor is the top driver of sharing, far outpacing celebrity cameos. Younger audiences are most likely to post, but everyone responds to entertaining, clear stories.
Prove lift across channels
43% of viewers have tried a product after seeing a Big Game ad. Our featured case study shows solid gains with +7 points in unaided awareness and +3 points in purchase intent, with optimal results at four to six digital exposures following TV.
See the whole field of Brand and Outcomes Lift
Big Game buys are high stakes. Measurement built on direct relationships with real people, at the person level, is essential to capture the full impact of tentpole moments. With DISQO’s Brand Lift and Outcomes Lift, you can quantify attitudes and digital actions across every channel, partner, creative, and frequency, so you can scale what works and retire what does not.
