Tony Marlow, CMO of LG Ad Solutions
Heading into Super Bowl LIX, many in the marketing and media world anticipated the “AI Super Bowl”—a game where Artificial Intelligence (AI) would dominate the ad breaks, revolutionising creative and media strategies. Instead, we got something different. AI was present, but it didn’t steal the show. The brands that truly resonated leaned on classic storytelling, nostalgia, and human connection—reminding us that, even in the era of automation, emotion is still the most powerful force in advertising.
Record viewership meets soaring ad prices
This year’s Super Bowl shattered records, drawing an average of 126 million U.S. viewers across Fox, Fox Deportes, Telemundo, Tubi, and NFL digital platforms. But most importantly, streaming had its biggest moment yet, with Tubi’s free livestream alone contributing 13.6 million viewers—a massive jump from initial projections. This growth reinforces that CTV isn’t just an alternative—it’s a core part of the Super Bowl viewing experience, and to succeed, advertisers need to think about cross-platform strategies, not just linear reach.
At the same time, ad prices soared past the $8 million mark for a 30-second spot, making this one of the most expensive Super Bowls ever for brands. With stakes this high, every second had to count.
AI showed up, but nostalgia, storytelling, and emotion stole the show
Despite all the hype, AI-driven ads failed to leave a lasting mark. We saw OpenAI make its Super Bowl debut, Google’s Gemini having its moment (and its fact-checking controversy), and Meta showcasing AI-powered Ray-Ban smart glasses. But none of these made the kind of cultural impact we saw with the best ads of the night.
The problem? AI still struggles to evoke the raw human emotion that makes a Super Bowl commercial unforgettable. This was evident in the reception of the AI-themed ads—while technically impressive, they lacked the heart that truly moves audiences.
Instead, the most effective ads of the night were the ones that leaned on emotion, nostalgia, and authenticity. Take Budweiser’s Clydesdale foal commercial, which hit all the right notes and topped USA Today’s Ad Meter. Similarly, Nike’s return after 27 years featured gymnast Jordan Chiles and was a masterclass in empowering marketing. Meanwhile, beauty brands like NYX, e.l.f, and Dove embraced their growing female audience, breaking new ground in Super Bowl advertising.
The upshot? AI may be transforming how we target and deliver ads, but it hasn’t yet proven capable of evoking the kind of emotional resonance that truly makes an ad unforgettable. This should be a wake-up call for marketers—AI will have its moment in advertising, but for now, people still crave human stories, relatability, and authenticity.
Streaming is no longer the sideshow
The biggest story no one has talked about is streaming platforms’ growing role in Super Bowl viewership. This was the most streamed Super Bowl in history.
Tubi’s 13.6 million viewers exceeded expectations, showing that ad-supported streaming is now fully mainstream. In fact, our recent study Stadium to Screen found that 71% of UK Connected Sports Viewers watch live sports via streaming apps, while less than a third only use traditional TV. Moreover, ads have become a welcome part of sports viewing – 65% of those surveyed pay attention to ads during live sports, and 59% find those ads entertaining.
These stats highlight the continued migration of live sports to CTV formats and the exciting opportunities this presents for fans, advertisers, and platforms alike. But marketers mustn’t forget that audiences want more than just streaming – they want interactivity, personalisation, and experiences that seamlessly enhance their connection to the game.
As the biggest screen in the home becomes the centre of sports viewing, there is now a unique opportunity to captivate fans with relevant, engaging content. From interactive ads like countdown clocks and shoppable QR codes to geo-location targeting and the integration of second screen insights, we’ve entered a new era of TV – enhancing the viewer experience across all screens, collectively. Going forward, a dual-platform strategy that combines linear and streaming will be key to maximising reach.
Emotional connection is still king
So what’s the biggest marketing lesson from Super Bowl LIX? Technology changes the tools we use, but the fundamentals of great advertising remain the same. Similarly, AI may help us optimise, analyse, and predict—but it can’t replace the emotional connection that makes an ad truly unforgettable. And for marketers and media planners, that’s a playbook worth sticking to.
The convergence of tech and brands 