When it comes to spectacles, the Super Bowl is in a league of its own.
An estimated 128 million viewers watched the Seattle Seahawks produce a devastating defensive display to beat the New England Patriots 29-13 (and Peurto Rican rapper Bad Bunny’s controversial half time performance) in the US' famous sporting showstopper.
That makes the game one of the most watched live broadcasts globally.
For comparison, a mere 21 million viewers tuned in to NBC Universal's coverage of the extravagant opening ceremony of the Milan Cortina Winter Olympics.
Sports fans were enthralled by the intense Super Bowl battle for supremacy by two of the NFL's strongest defences. But the Super Bowl is so much more than a sporting contest. It is a showcase to the world. Its advertising is a premier marking opportunity offering unmatched reach to a massive audience with 29 of the top 30 highest rated TV programmes in US history. As such, the Super Bowl is crucial not only for sporting immortality but for building brand fame and creating long lasting, high impact consumer associations which often exceed immediate sales.
In fact, the adverts are actually viewed as part of the entertainment with more than 50 per cent of viewers reportedly enjoying the commercials more than the game itself.
This year, it was the Pepsi advert which stole the show. In it, two polar bears (a cheeky little nod to competitors Coca-Cola) are seeing doing a blind taste test before going to a concert and recreating the now infamous kiss cam moment at the Coldplay concert which all but broke the internet.
Research tells us these powerful ads build lasting brand associations, particularly linking products with future sports viewing. They also spark conversations which go viral across social media repeating and reinforcing the marketing message.
The value of these ads, the returns, will be felt over the months - and potentially years - to come. And the moral of the tale is never to underestimate the power of advertising and marketing. Good adverts and strong marketing are a sure fire touch down.
Listen below to KAT Marketing's managing director Katie Skingle discuss the importance of marketing.
Katie Skingle, BBC Radio Sheffield, 9th February 2026
Katie Skingle, BBC Radio Cumbria, 9th February 2026
Katie Skingle, BBC Radio Guernsey, 9th February 2026
Katie Skingle, BBC Radio Essex, 9th February 2026
Katie Skingle, BBC Radio Merseyside, 9th February 2026
Katie Skingle, BBC Radio Bristol, 9th February 2026