The Super Bowl remains one of the most powerful moments in advertising. In 2024, it became the most-watched television program in history, averaging 123.4 million viewers across platforms¹. This year, the spotlight shifts to Super Bowl LX, taking place on February 8, 2026, at Levi’s Stadium in Santa Clara, California².

While the game itself commands massive attention, the real opportunity for advertisers lies in how fans engage before, during, and after kickoff - across streaming, mobile, and connected TV.

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Sports Fans Are Watching Everywhere

Today’s sports audiences are no longer confined to linear TV. Fans consume live games, highlights, pre-game coverage, and post-game analysis across CTV, streaming platforms, and mobile devices³. This shift has made omnichannel strategies essential for brands looking to reach sports fans wherever they’re watching.

Programmatic advertising allows brands to connect with these audiences across screens - extending reach beyond a single broadcast moment.

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Why Programmatic Wins on Super Bowl Sunday

Unlike traditional media buys, programmatic advertising enables brands to optimize campaigns in real time - an advantage during live sports events where engagement fluctuates minute by minute.

With decisioned media, advertisers can:

• Activate across CTV, online video, and mobile
• Deliver more relevant, audience-based messaging
• Optimize spend during peak engagement moments³

This matters, especially as 64% of CTV sports viewers say they pay attention to ads, and 74% want advertising to feel more relevant⁴.

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Extend the Moment Beyond the Game

The Super Bowl doesn’t end at the final whistle. Fans stay engaged through pre-game shows, highlight clips, and post-game commentary - creating valuable “shoulder moments” for advertisers.

Extending campaigns into these windows helps brands increase reach, avoid saturation during the game itself, and stay connected with highly engaged audiences³.

The Super Bowl will always be a marquee advertising moment - but today’s biggest wins come from looking beyond the broadcast and building flexible, data-driven strategies that meet fans wherever they engage.

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Power Your Super Bowl Strategy with Mogl

As a certified service partner of The Trade Desk, Mogl helps brands activate smarter programmatic strategies around major sports moments - combining audience insights, omnichannel execution, and real-time optimization to drive impact beyond game day.

Contact Mogl to learn how we can help you turn Super Bowl attention into measurable results.

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Sources

¹ Nielsen, 2024 Super Bowl Viewership Report
² NFL / Super Bowl LX Host Announcement
³ The Trade Desk, Reaching Sports Fans with Decisioned Media Marketing Guide
⁴ The Trade Desk Intelligence, CTV Sports Viewer Behavior Study

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