An item in PR Week is a clear indicator of how the media landscape has changed:
The Super Bowl is often described as the biggest branding stage in the world, but not if you’re trying to reach young audiences.
More than half of Gen Zers are unlikely to watch the live broadcast of the Super Bowl on CBS on February 7, according to a recent Morning Consult poll. In general, Gen Zers are half as likely as millennials to watch live sports regularly, opting instead for gaming and esports.
So in addition to their multi-million-dollar commercial buys during the game, brands also have to seize on the earned media buzz for the event with thumb-stopping campaigns on the platforms where Gen Zers spend their time.
Other brands primarily looking to reach younger audiences, including Frank’s RedHot, DiGiorno, and Tums, are skipping the $5.5 million in-game buy altogether to connect with fans on second screen platforms including Twitter, TikTok, and Twitch.