Beyond the Big Game: How brands can score with big-moment marketing
Sports are increasingly one of the few places Americans still come together at scale. Join Kantar's Ryan McConnell and Steve Kulp on February 5 for a pre–Super Bowl LinkedIn Live conversation on what the Big Game reveals about sports’ evolving role as cultural glue—and what that means as the industry approaches a rare run of global tentpole events, including the Olympics and the 2026 World Cup.
Drawing on new Sports MONITOR and U.S. MONITOR data, the session will explore how audiences experience these moments, why they carry outsized cultural weight, and actionable strategies for brands investing in events that now function as shared cultural touchpoints, rather than just media moments.
After the Big Game: Creative trends & top performers
At a time when everyone is served personalized messages and 71% of people expect brands to know what they need, how will Super Bowl spots designed for the masses land this year? What brands will swing for the fences and connect?
Join Kantar's Kerry Benson and Lexi Cappalli on February 9 for a LinkedIn Live session following the Big Game as they break down which ads won big and why. Expect fresh insights on cultural relevance, creative risks that paid off, and those that fell flat. Kerry and Lexi will spotlight standout campaigns, share rapid diagnostics, and unpack what resonates with audiences today. You'll leave with a clear view of Super Bowl LX trends and how to apply them to your next big moment.
Super Bowl LX news coverage
AdAge: How nostalgic Super Bowl ads are evolving to reach modern audiences
The Hollywood Reporter: Super Bowl Ads: Star Talent Fees Down As AI Surges
Sports Business Journal: Cultural Glue: Why sports is playing an increasingly central role in American life
Business Insider: The Safer Bowl: With tensions running high, Super Bowl advertisers avoid politics and play for laughs
Strategy: Multi-channel mix, Canadiana key to Super Bowl success
Lessons from the Super Bowl's biggest ad successes
In this LinkedIn Live session our experts Kerry Benson, Gina Henderson, and Lexi Cappalli broke down everything from Super Bowl LIX, discussing the biggest ads, trends, and strategies of the night. Tune in now to hear about ads that broke the mold, sparked conversations, and stood out from the crowd on advertising's biggest night.
