The Super Bowl goes big in more ways than just the best two teams in football squaring off. The parties, the food, and, of course, the ads.

But you can always expect something new from each year’s media blitz. Beyond the shift in how fans can watch, this year’s Super Bowl presents exciting opportunities for advertisers—from regional ad buys that maximize budget efficiency to many brands going all in on AI.

Let’s dive into the trends shaping Super Bowl LIX’s media and advertising landscape.

The Super Bowl will stream live on Tubi

Fox Sports announced a major shift in Super Bowl broadcasting by revealing that Super Bowl LIX will be streamed live for free on Tubi, marking a first for the Fox-owned ad-supported platform. While the game will still air on Fox, Fox Deportes, and the NFL’s digital properties, the addition of Tubi expands accessibility for viewers. This move aligns with the NFL’s ongoing efforts to maximize audience reach and maintain the Super Bowl as the most-watched television event in the U.S.

Tubi’s inclusion in Super Bowl streaming comes as the platform continues to grow, boasting 97 million monthly active users. Previously, when Fox last broadcasted the Super Bowl in 2023, it provided free access through the Fox Sports app and website without requiring pay-TV authentication, but Tubi was not part of that offering. By leveraging Tubi’s reach, Fox is positioning itself to capture a larger streaming audience while reinforcing the importance of ad-supported models in the evolving media landscape.

Regional ads in the Super Bowl continue to be a powerful strategy

Your brand can still be in the Super Bowl without the full investment (or reach) of a national spot.

Many brands opt for regional Super Bowl ads as a cost-effective alternative to national spots, which can cost up to $8 million. While these local ads don’t receive the same level of media attention, they often deliver strong returns on investment.

Beyond cost savings, regional Super Bowl buys allow brands to focus on markets where their products are most relevant. For example, P&G’s Spruce weed killer is running ads in warm-weather states where the weeding season is active. This strategic approach also enables creative flexibility, as seen with Duolingo’s playful mascot-driven ad in last year’s Super Bowl. Brands like Busch Light adjust their Super Bowl strategy each year based on marketing priorities, sometimes opting for regional buys to align with specific audience segments.

The second screen is now a mainstream component of a Super Bowl strategy

There are a number of avenues you can take advantage of the most engaged audiences of the year without a TV spot. But what has increasingly grabbed the attention of advertisers over the years has been the second screen.

The rise of second-screen culture, where viewers engage with content on their phones during the game, has opened new opportunities for advertisers to connect with audiences in real time. Brands are diging into mobile and social platforms and connect with their audiences via influencer collaborations, gamified promotions, and dynamic ad placements.

Brands like Twix are capitalizing on this trend by launching interactive experiences, such as its Second Screen Staredown game, while others, like Kia and Perdue, are using social media to drive engagement.

With consumers actively discussing game moments, halftime performances, and trending ads on social media, brands that can effectively tap into these conversations—whether through strategic paid media or viral marketing—stand to gain significant visibility without the hefty price tag of a traditional Super Bowl commercial.

AI and nostalgia will dominate in this year’s ads

What can you expect from the Super Bowl ads this year? Get ready for a healthy dose of nostalgic themes and AI everything.

While nostalgia is far from a new and groundbreaking choice for brand messaging, it is extremely effective with audiences. By drawing from beloved films, cultural icons, and shared experiences, brands create cross-generational appeal, resonating with older audiences who value familiarity and younger consumers who are drawn to innovation—such as Bosch’s spot. Nostalgic themes integrated with cutting-edge technology are a dual approach that appeals to a broad audience: older viewers appreciate the sentimental throwback, while younger consumers engage with the fresh, tech-driven execution. Those emotional connections can enhance recall and brand loyalty, making it an easy messaging choice for brands each year.

If it feels like AI is everywhere, it’s because it is.

This year, not only will AI companies’ spots appear in the big game, but brands that have invested in AI or have new AI products or features are expected to be heavily present. Brands such as Salesforce, Meta, and GoDaddy have already released their ad spots and will appear with many other brands expected to highlight their AI capabilities.

Brands are turning to their fans with help for new creative

While we know that AI and nostalgia will loom large over the Super Bowl, there are some creative debuts this year that are…well, super creative. Here are a couple of notable ad campaigns to keep your eye on:

Fans vote on an ad that will appear in the Super Bowl

In the digital age of Super Bowl commercials, we are past the era of Super Bowl commercials exclusively debuting during the big game. Brands try to get the most out of their ads by releasing them days before the game, but Doritos offers a twist this year.

Doritos released three fan-created ads and is letting viewers vote on which one will air during the game, bringing back a classic strategy.

User-generated content from 3,000 fans featured in Super Bowl spot

Taco Bell is releasing a Super Bowl commercial featuring user-generated content from fans who visited their Live Más Drive-Thru Cams. The teaser spot humorously depicts Doja Cat, a known Taco Bell enthusiast, attempting to photobomb the fan photos, only to be thwarted by a drive-thru employee who insists the commercial is for fans, not celebrities.

With brands experimenting with fan-driven content and interactive experiences, this year’s Super Bowl will showcase how media and advertising continue to evolve with social media.

As the Super Bowl continues to redefine how advertisers reach and resonate with audiences, one thing remains constant: the game is only part of the show. The real winners will be the brands that leverage these evolving opportunities to maximize impact, spark conversations, and leave a lasting impression.