Alok Kejriwal Brands seized early opportunities to build momentum for their Super Bowl ads, but which campaigns captured the most attention before and during the game?
As Super Bowl 2025 unfolded, brands were once again vying for a slice of the game’s massive audience. With an estimated 113 million viewers tuned in, according to Nielsen, the competition for consumer attention was fierce. But in an era of strategic marketing, the battle began long before the kickoff.
Avinash Kaushik, digital marketing expert, coined the term “spike and sustain” marketing, which has become a hallmark of Super Bowl ad strategies. The idea is simple: brands generate excitement before the event—through teasers, sneak peeks, and extended versions of their ads—then capitalize on the heightened viewership during the Big Game. This “sustain” strategy is designed to build anticipation, ensuring that ads not only stand out during the event but also stay top of mind afterward.
By midday on Super Bowl Sunday, over 40 ads had already been released, sparking early analyses across marketing platforms. Some of the biggest campaigns launched included teasers from major brands like Budweiser and Pepsi, with clips generating significant social media buzz even before the game began. These early releases served to sustain interest, feeding the anticipation for the full commercials when the spotlight was at its peak.
In this high-stakes environment, the ads that gained the most attention were those that successfully navigated both early release and in-game performance. Marketers are now reflecting on which ads truly resonated with audiences, as metrics from platforms like YouTube, Twitter, and Nielsen continue to evolve.
With the growing importance of pre-game marketing, it’s clear that Super Bowl ads are no longer just about the in-game spectacle—they’re a year-round strategy. Brands will likely continue to refine this approach in future campaigns, seeking to strike the perfect balance between buzz-building and maximized impact.
