Expert, Agency, Brand, Demand The Continuum Expert, Agency, Brand, Demand The Continuum

From Super Bowl to March Madness: Is the Big-Game Ad Investment Worth It? Industry Experts Weigh In

Each year, the Super Bowl presents an alluring opportunity for brands to engage with millions of viewers in a matter of minutes. As the excitement surrounding the game endures among dedicated sports fans, recent research suggests that the Super Bowl’s grip on advertising dominance may be waning. The likeability of advertisements has steadily decreased over recent years, and advertiser retention has dipped, with attrition rates surpassing 50%. Despite this, the cost to secure a spot hit record highs this year, with some brands investing up to $8 million for just 30 seconds of airtime.   

With this year’s Big Game in the rearview mirror, we spoke with several industry leaders to get their take on the evolving Super Bowl landscape. Specifically, we asked whether they believe brands are getting their money’s worth, what factors make this high-profile investment truly valuable, and whether the steep cost of a Super Bowl ad is justified in today’s media environment. We also encouraged leaders to reflect on this year’s stand-out ads and why these spots resonated with them.

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Expert, Agency, Brand, Demand The Continuum Expert, Agency, Brand, Demand The Continuum

Brand and Demand 3.0: Industry Leaders Predict 2025’s Biggest Marketing Trends

In 2024, we witnessed several trends define the marketing landscape, from the surge of generative AI and automation tools to growing concerns around data privacy and AI regulation. Industry leaders also grappled with finding the right balance between technological innovation and authentic storytelling, a central theme at major conferences throughout the year.

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Reflecting on 2024: Revisiting Predictions and Lessons Learned

At the beginning of 2024, The Continuum interviewed David Shing to discuss the key market trends he anticipated would shape the year ahead.  For the first piece of the new year, we asked Shingy to look back at his predictions about major trends and how they would reshape the marketing landscape. We asked him to examine where his predictions came true and which ones might have missed the mark. We also asked him to share where he sees the industry heading in the year ahead.

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Brand, Expert, Brand Purpose, Consumer Behavior, Demand Gurkan Sener Brand, Expert, Brand Purpose, Consumer Behavior, Demand Gurkan Sener

Shaping the Future of Travel and Entertainment Marketing Through Analytics and Data Science

Gurkan Sener is the Vice President of Global Marketing Analytics and Targeting at NBC Universal Destinations and Experiences, where he oversees an advanced analytics team that specializes in marketing data science, audience science, and measurement science.

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Operationalizing DE&I to Shape the Next Generation of Inclusive Brands

Sheryl Daija, Founder of BRIDGE, reflects on her extensive marketing career and shares how the organization’s research-backed framework is helping companies reshape the narrative around DEI, foster meaningful change, and drive sustainable growth.

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Leveraging Consumer Perceptions for Effective Brand Messaging with Quigley-Simpson’s Brand Momentum Tool

Eric Koehler, EVP of Research and Strategy, reflects on his extensive career in advertising and reveals how the innovative Brand Momentum tool empowers brands to better understand consumer behavior and deliver personalized messaging that resonates

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Looking Beyond the Label of DE&I to Build an Inclusive Culture That Sticks

Judy Jackson, Founder of JLC Ventures, draws from her dynamic career in Human Resources to highlight the long-lasting power of integrating DE&I into the core of an organization to foster connectivity, community, and opportunities for employees to thrive.

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