Leveraging YouTube Ads Around the Super Bowl: A Winning Strategy for Brands

Big sporting events like the Super Bowl are goldmines for brands, offering massive audiences (An estimated 123.7 million viewers tuned in for Super Bowl LVIII in February 2024) and unmatched engagement. While the cost of a traditional Super Bowl TV ad can be staggering, digital platforms like provide a cost-effective yet impactful alternative. By strategically advertising on YouTube around the Super Bowl and brands associated with the event, brands can maximize their reach, resonate with their audience, and deliver measurable results.

1. Tap into Pre-Game Hype
   
   The weeks leading up to the Super Bowl are filled with anticipation from football and advertising fans alike. Brands can leverage YouTube ads to build buzz during this pre-game period by releasing teasers, behind-the-scenes content, or even full-length ads. This approach extends the lifespan of their campaigns beyond the game day itself and helps capture the audience’s attention early. 
   
   
2. Target audiences with intent with contextual targeting
   
   YouTube in partnership with Precise TV gives brands the opportunity to advertise to relevant audiences with intent with YouTube Shorts, Instream or In-Feed. Want to connect with die-hard football fans, casual viewers, football food lovers, consumers watching the best Super Bowl ads or even those more interested in the halftime show? The most effective way to reach these audiences is with contextual targeting - reaching fans at a video level, over a more ‘generic’ channel level. At Precise TV our contextual intelligence targeting method enables us to predict performance and audiences with the highest accuracy before a campaign goes live.

Our platform uses advanced machine learning and natural language processing to analyze millions of videos on the world’s largest platforms at a granular level, offering enhanced video advertising targeting in a privacy-safe environment.

Back in 2019, viewers devoted a staggering 641,000 hours to watching Super Bowl ads on YouTube during game day, marking a significant 58% surge from the previous year. This will only have increased as the years have gone on. 

This trend reflects broader shifts in sports consumption, as viewers increasingly use streaming platforms like YouTube to complement traditional TV viewing. With initiatives like the NFL's Sunday Ticket now hosted on YouTube TV, the platform is becoming a growing hub for both live sports and event-related content

3. Ride the Halftime Wave
   
   YouTube often experiences a surge in traffic during halftime as viewers search for game highlights or trending commercials. Savvy brands can capitalize on this second screen behavior by running ads during this peak period, amplifying their exposure at a fraction of traditional TV ad costs.
   
   
4. Extend Campaign Longevity
   
   Unlike TV spots that disappear after the game, YouTube ads have enduring value. Brands can publish Super Bowl-related content on their channels, encouraging viewers to revisit and share it long after the final whistle.

Let’s take a look back at YouTube’s most-viewed Super Bowl ads from earlier this year. Posted by Variety magazine, the below ranking is measured on number of views worldwide on game day in February from 12 a.m. ET until the end of the game. Super Bowl ads posted on YouTube had more than 90 million views on game day, generating more than 1 million watch hours, according to Google. 

• Booking.com: Tina Fey books whoever she wants to be

• T-Mobile: Auditions – 2024 Big Game Day Commercial

• State Farm: Like A Good Neighbaaa – feat. Arnold Schwarzenegger

• Snap: Snapchat – Less social media. More Snapchat.

• Google: Javier in Frame – Google Pixel Super Bowl Commercial 2024

• Mountain Dew: MTN DEW – Aubrey Plaza Having a Blast Super Bowl Ad

• 20th Century Studios: Kingdom of the Planet of the Apes – Official Trailer

• Universal Pictures: Twisters – Official Trailer

• Scientology: Decide for Yourself

• Skechers: Skechers ’24 Big Game Spot: Mr. T in Skechers

With Superbowl LIX just a few months away, if your brand is looking to dominate YouTube advertising around the Super Bowl or any other major sporting event in 2025, Precise TV is here to help. With our expertise in contextual targeting, we can ensure your campaigns are seen by the right audience at the right time. Visit Precise.TV to get started!