Streaming-only Super Bowl ads give small brands a shot at the Big Game

Core Insights - The cost of national ads for the Super Bowl continues to rise, with NBC selling out ad inventory at an average of $8 million per 30-second commercial, and some ads exceeding $10 million each [1] Advertising Trends - Streaming-only ad spots constitute about 10% of the total ad inventory during the Super Bowl and are priced at approximately half the cost of traditional TV commercials [2] - The streaming simulcast is gaining popularity, with NBC's Peacock service set to simulcast Super Bowl 60, while traditional broadcast remains the primary viewing method [3][4] New Advertisers - Streaming-only ads are attracting new advertisers, allowing smaller brands to participate in the Super Bowl, with all Peacock-only commercials this year being from new advertisers [5] - Brands like Tecovas and Life360 are leveraging streaming ads to engage with a highly targeted audience while managing costs effectively [6] Audience Engagement - Last year, nearly 128 million viewers watched the Super Bowl across TV and streaming platforms, highlighting the event's massive reach [6] - NBC's digital offerings have seen increased demand, driven by the growth of Peacock's subscriber base to 44 million, particularly due to live sports content [7] Brand Strategies - Smaller brands are using streaming-only commercials as a way to enter the Super Bowl advertising space, with companies like Ro and Manscaped exploring more affordable options [9][12] - Ro's experience with streaming ads last year led to a commitment to a traditional ad spot this year, indicating a strategic shift based on previous performance [11]