Liaukonyte pointed to another benefit behind the strategy: Sending viewers to digital platforms provides a concrete measure of viewer engagement. She stated those insights are “not as readily available through traditional TV viewership metrics.”
As much as the Super Bowl remains a major event, not even it can escape the ramifications of a media environment that grows more fragmented by the day. The subtext of Pepsi ending its Halftime Show sponsorship in 2022 following a decade-long partnership and Anheuser-Busch walking away from its more than three-decade run as the Super Bowl’s sole alcohol advertiser is that even if collective moments attract a substantial number of viewers, those viewers are increasingly paying attention to something else.
Like Taylor Swift.
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