Super Bowl AdBlitz: YouTube is where the fans are
Jan 31, 2023 – [[read-time]] minute read
Huddle up, everyone: Super Bowl LVII is right around the corner and fans are gearing up for The Big Game by flocking to YouTube. They’re checking out highlights from playoff games, brushing up on Rihanna lyrics for the Apple Music Super Bowl Halftime Show, looking into recipes for the game day bash and listening to podcast predictions on who’s coming home with the Lombardi trophy. And of course, they're looking forward to the ads — which you can start watching today on AdBlitz.
As with previous years, AdBlitz continues to provide viewers with a central destination to watch and share the year’s biggest ads before, during and after the game. The way we consume content continues to become more dynamic as viewers shift away from linear TV into streaming. This is most evident with the biggest moments of the year like the Super Bowl. According to comScore, last year, during Super Bowl LVI, YouTube reached 77% of adults with a Super Bowl ad vs. 72% on TV.
This shifting landscape is not only drawing in football fans but the League itself. The NFL has been leaned into the platform for years with its owned channels and original content like NFL Game Day All Access and NFL Follies and recently, we announced our partnership with the NFL to bring Sunday Ticket to YouTube TV and YouTube Primetime channels. According to Kantar, 74% of fans who indicated they are very interested in sports visit YouTube multiple times a week.
“We’re excited to bring our Super Bowl campaign back to AdBlitz again this year as the program provides us with an innovative way to reach our current and next generation of fans,” said Blake Stuchin, Vice President and Head of NFL Digital Media Business Development. “The NFL and YouTube partnership continues to grow and create new touchpoints for fans – from highlights every week of the season, to original shows like the Emmy-winning Game Day All-Access, to NFL Sunday Ticket coming exclusively to YouTube starting in the 2023 season.”
Brands who want to own the moment and extend the life of their expensive campaigns lean into YouTube through AdBlitz — which is supported through our innovative ad solutions. YouTube uniquely provides the reach and tools that drive awareness, relevance and conversions. This is why advertisers consider AdBlitz the home for their digital campaigns and an important complement to their TV campaigns..
Last year, Hyundai, the automotive company, ran a month-long AdBlitz campaign in the weeks leading up to and following the Big Game, generating more than 247 million impressions. In contrast to previous years when the brand invested heavily in TV ads throughout the game itself, Hyundai found success by going digital-first during the Super Bowl.
Angela Zepeda, Hyundai’s CMO, says, “The Super Bowl is one of the most-watched televised events in the world. That said, the landscape has changed. In order to connect with our audience, we need to evolve and explore different ways to ensure our brand is front and center. That’s where YouTube comes in.”
You can watch the first teasers and commercials on the AdBlitz channel right now including the NFL’s and Hyundai’s Super Bowl in-game spots. Check out a few winning spots from last year’s AdBlitz contest, which highlights the most-viewed ads from the launch of AdBlitz to the week post-Super Bowl.
We can’t wait for The Big Game. Be sure to check out youtube.com/adblitz and we’ll catch you all at the Super Bowl pre-show, sponsored by YouTube TV.
Learn more about NFL Sunday Ticket here.