Sensor Tower – Blitzing the big game

The main theme of the report is the analysis of advertising strategies of brands participating in the 2025 Super Bowl. Key findings include that the 2025 Super Bowl attracted over 127 million viewers, with advertising costs reaching $8 million for 30 seconds. Advertisers increased their spending on digital channels by 45% compared to the previous year, with a significant portion of the digital budget directed towards video platforms like YouTube and OTT. The consumer packaged goods (CPG) category began advertising campaigns well before the game, with notable spending increases in early January. Successful campaign examples include Reese’s and Ritz, which demonstrated significant advertising spending increases.