Join us Sept. 14-16 in Miami to connect with top publishing leaders
Just in case you forgot who still wears the pants in the advertising world, it’s TV. According to USA Today, CBS has sold 90 percent of Super Bowl ads.
TV is still a shotgun-approach medium for advertisers, as they spray their messages in front of millions hoping to knock a few down. Digital, on the other hand, is sniper-oriented, targeting the right person at the right time with the right ad. Horizon’s David Campanelli says in the USA Today piece, “Put quite simply, [TV] works.”
Along with the TV buy, however, brands have figured out that the Super Bowl — and mega-events like the Oscars and March Madness — is a perfect storm of earned, owned and paid media. Commercial slots are falling between the $3.7 million and $3.8 million range, which is up slightly from last year’s $3.5 million spot on NBC. It’s good to be the king.
More in Media
Media Briefing: What to expect at the Digiday Publishing Summit, September 2026 edition
Here’s a sneak peek at the topics that will be discussed onstage during the Digiday Publishing Summit, September 2026 edition.
Location data fuels mall giant Simon’s new pitch to advertisers
Simon is letting brands target shoppers in its malls in other environments and use new measurement tools based on Simon’s consumer data.
Why brands are turning to older creators for authenticity AI can’t fake
Millennial and Gen X content creators offer consistency, authenticity, and storytelling; three things brands need now more than ever.