UK February 11

Brands advertising in this year’s Big Game are reportedly spending $6.5 million for a 30-second spot. The price tag makes Super Bowl LVI the most expensive game to advertise in to date, up $1 million from last year’s $5.5 million. Read more below about what that’ll get you.

• Here’s a peek at what $6.5 million can afford a buyer in the digital arena.
• The relationship between esports organizations and their brand partners is no longer in the honeymoon phase.
• This year, DraftKings is using its Super Bowl ad as a way to get potential customers to interact with the brand beyond their TV screens by offering 10,000 people free bets with the chance.
• Key takeaways on dealing with a fragmented regulatory landscape overhead at this week’s #IABALM2022.
• Texas Country Reporter, an independent, documentary-style television show, as well as its production team, to tiptoe into the video space.
• Future plans to hire 100 people for its new office in Atlanta, which will serve as its U.S. video production hub to create more content — and video ad revenue — for a U.S. audience.