Every February, the Big Game becomes more than just a football event. It’s the single biggest moment in advertising. Thirty seconds of airtime costs more than $7 million, and yet that price tag doesn’t guarantee real revenue impact.
Today’s viewers are watching differently. They’re streaming, they’re multitasking, and they’re shopping in real time. That’s why brands aiming to turn attention into measurable business outcomes are embracing Performance CTV.
PebblePost helps brands win during the Big Game window, not by spending like the competition, but by outsmarting them.
Big Game, Big Opportunity: Why CTV Matters More Than Ever
The weeks surrounding the Big Game represent a rare convergence of massive audience attention and measurable opportunity, especially on connected TV. Here are four reasons why the channel matters more than ever.
1. CTV Viewership Is Exploding
The Big Game has always drawn record audiences, but how people watch is changing fast. The 2025 broadcast reached 127.7 million viewers, with streaming platforms like Tubi accounting for roughly 11% of that viewership.
That shift makes this moment a goldmine for brands that want to reach real, addressable audiences on the biggest screen in the home with precision, deterministic attribution, and scale.
2. Advertisers Are Spending Big and Taking Big Risks
With 30-second spots surpassing $7 million, brands are investing heavily for a brief moment of fame. But while the spend is massive, proof of performance is often nonexistent.
Performance CTV offers a better way to capture Big Game-level attention for a fraction of the cost, with measurable, incremental outcomes that extend well beyond game day.
3. Cultural Resonance Doesn’t End with the Final Whistle
The Big Game is a cultural event that dominates conversation for weeks before and after kickoff. Ads debut early, reactions trend on social, and website traffic surges.
That sustained attention creates a powerful “performance halo.” Even brands that don’t run a national spot can ride the wave if they have a way to reach audiences where they’re already engaged.
4. Silence Is Deafening
When competitors are showing up and your brand isn’t, it’s noticeable—and absence can be equated with irrelevance. A well-timed CTV campaign ensures your brand is part of the cultural conversation while strategically capturing incremental eyeballs.
The Smarter Play: PebblePost Performance CTV
Running an ad during the Big Game is about brand awareness and prestige. Running a PebblePost Performance CTV campaign is about actually moving the needle.
Outcome-Driven Optimization
Pinpoint high-value, in-market audiences using billions of first-party identity, intent, and transaction signals so your marketing reaches only those most likely to buy—not just anyone watching the game.
Closed-Loop Measurement
Tie CTV ad exposure during the Big Game surge directly to verified sales and lift. Transparent reporting on conversions, incrementality, ROAS, CPA, AOV, and revenue is provided starting at 30 days, then updated bi-weekly.
Cost-Efficient Scale
Capture Big Game-level attention without paying Big Game-level prices. Ensure you’re reaching real, high-value consumers in brand-safe environments on the largest screen in the home.
Multi-Channel Reinforcement
For lasting impact long after the final score, re-engage high-intent viewers and drive conversions across screens and via Programmatic Direct Mail.
Your Big Game Performance CTV Playbook
Winning the Big Game is about being seen by the right audience at the right time. Use this playbook to map your Performance CTV strategy across the entire Big Game window.
Jan. 15–Feb. 7: Pre-Game Buzz
Competitors are already warming up. Launch Lookalikes on CTV to build early awareness among high-intent audiences.
Feb. 8–March 1: Retarget the Surge
Don’t leave conversions on the field. Shift to Retargeting on CTV and with Programmatic Direct Mail. Capture traffic spikes during and after the game to drive incremental lift.
March 1–31: Post-Game Momentum
Keep spending high to be part of the cultural conversation and capitalize on the halo of attention.
Turn Big Game Attention Into Measurable Impact
The Big Game has always been about brand storytelling. Now, it can also be about driving measurable outcomes.
PebblePost’s Performance CTV gives brands a way to show up on the biggest screen in the home when it matters most—and turn that attention into actual results.
Whether you’re running a national spot or looking to ride the cultural wave, this is the moment to act. The play clock is ticking.
Reach out to build your Big Game Performance CTV strategy today. Already a PebblePost brand partner? Connect with your Brand Partnerships team to get the ball rolling.
