We’re excited to share our feature in New Digital Age, highlighting the Super Bowl’s most impactful ads. With $7 million for 30 seconds of airtime, brands are under pressure to deliver. Apple Music’s “Where’s Usher?” teaser achieved $6 million in media value, while FanDuel’s NFL legends ad generated $1.4 million. Paramount+ and UberEATS also excelled with star-studded collaborations. Taylor Swift’s NFL alignment led with an astounding $72 million in media value, surpassing even the halftime performer. Explore the full article for more insights!
Published On: February 14, 2024
Super Bowl LVIII: Top Brands and Strategies Driving Record-Breaking Media Value
We’re thrilled to announce our feature in the New Digital Age, where we delve into the most talked about brands at the Super Bowl. With a price tag of $7 million for just 30 seconds of airtime, brands are under immense pressure to ensure their ads make a lasting impact.
According to Jenny Tsai, CEO of WeArisma, “leveraging celebrities on social media maximises the impact of TV ads, extending their longevity and generating buzz well before the Super Bowl airs.”
Apple Music’s “Where’s Usher?” Teaser Creates $6M Buzz as Halftime Sponsor at Super Bowl
Apple Music, sponsor of the halftime show, generated significant social media buzz, through their teaser video, “Where’s Usher,” featuring Ludacris, Lil Jon, and Taraji P. Henson, searching for Usher in Vegas, achieved over $6 million in media value.
Brands Score Big with NFL Legends
Savvy brands appealed to the Super Bowl fan base by working with NFL legends. FanDuel’s Super Bowl ads featuring Gronk’s and paying respect to Weathers. The total media value of $1,391,762 from content around the advert has made it the fifth most talked about ad.
Paramount+ and UberEATS Shine with Star-Studded Super Bowl Collaborations
Collaborating with iconic celebrities boosted brand visibility for Paramount+ and UberEATS with UberEATS’ teaser videos featuring the Beckhams, Jennifer Aniston, and others going viral, generating $2,256,414 in media value. Paramount+’s ad featuring Patrick Stewart and Drew Barrymore propelled it to the seventh most talked-about ad, with a media value of $913,474.
Taylor Swift’s NFL Alignment Sparks Social Media Frenzy, Outshining Halftime Performer with $72M Media Value
Taylor Swift’s alignment with the NFL since September has brought a surge of fan engagement, with 1,258 social media posts since January 11th, 2024. Generating a total media value of $72,312,309, Taylor Swift eclipsed even the halftime performer, Usher, who generated $42,230,243 in media value.
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Cannes Lions has always been where the industry takes stock, not just of the work, but of where the money is going and why. This year, creator marketing will be front and centre. Not because it’s new, but because the ground underneath it is shifting in ways that are forcing brands to fundamentally rethink how they plan, measure and value creator partnerships.
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The top 100 media and entertainment brands across video streaming, audio streaming, and content creation generated $63.4B in total Earned Media Value in 2025, up +7.0% YoY. Growth is uneven across sub-sectors, video streaming surged while audio streaming declined sharply, platform dynamics are shifting fast, and a handful of breakout brands are rewriting what influence looks like in entertainment.
TikTok grew +70.2% YoY and is rapidly closing the gap on YouTube as the dominant entertainment influence platform. YouTube remains #1 at $32.6B but declined -11.3%, while Instagram grew +4.4% to $13.3B. Facebook nearly doubled to $7.3B (+98.9%), making media and entertainment one of the few categories where four platforms are genuinely competing for share.
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