An Open Letter to Super Bowl Advertisers

While Super Bowl ads generate short-term product demand, their overall effectiveness has declined by 32% since 2020 due to a lack of emotional connection and second-screen engagement. With 80% of viewers using multiple screens during the game, brands risk losing potential customers to competitors offering a more interactive experience. DoorDash’s 2024 campaign, which gamified its ad to drive immediate digital engagement, led to a 23% sales boost, proving that emotional connection drives long-term loyalty. To maximize ROI, brands must pair their commercials with immersive second-screen experiences that resonate beyond the 30-second spot.