The Big Game Brand Impact Report

Unpacking the data behind the biggest tentpole advertising event of the year

In the modern media world, very few moments still have the power to stop the clock and capture the undivided attention of an entire nation. The Big Game is one of those rare moments. A true cultural tentpole, where consumer anticipation builds for weeks, social co-viewing becomes a shared ritual, and creative expectations reach their peak.

For brands, this is far more than a line item on a media plan. It’s a high-stakes stage where audiences aren’t passively watching but actively judging. Viewers tune in ready to be entertained, surprised, and moved, and they measure each advertiser against that standard.

What follows is a closer look at consumer attitudes toward narrative ambition, cultural fluency, and creative confidence, along with how advertisers can gain clearer visibility into the value of every media dollar invested across the full arc of their campaign.

Where ads become the main event

Unlike standard television programming, where ads are sometimes viewed as interruptions to be tolerated or bypassed, the Big Game flips the script. The commercials are, for many, the main event. According to recent DISQO data, a staggering 68% of viewers explicitly look forward to watching the commercials during the game.

This anticipation stems from the belief that the quality of advertising during this window is fundamentally superior to that of the rest of the year. Here, the standard is significantly elevated:

• 32% find them a little more entertaining.
• Only 13% of participants feel they are less entertaining than standard commercials.

The cost of playing it safe

On Big Game Sunday, viewers aren’t settling in with neutral expectations. By the time kickoff arrives, the average consumer’s expectations are already dialed up, and anything that feels ordinary risks fading into the background of an extraordinary night.

In this arena, brands are not simply competing with others in their category. They are standing shoulder to shoulder with the most memorable creative work of the year. Audiences compare every story, every joke, and every cinematic flourish against the very best they will see that night. In this unique ecosystem, brand media becomes a product that must deliver on the promise of entertainment.

How co-viewing and multitasking amplify impact

The Big Game creates a unique social fabric that fundamentally changes how advertising is processed. Unlike the solitary "lean-back" experience of typical streaming, this event is defined by communal engagement and multi-screen activity that extends a brand's reach far beyond the television screen.

The collective processing of brand meaning

The majority of Big Game viewing is a social endeavor, creating a "watercooler effect" in real-time. DISQO data shows that ads are both seen and experienced collectively:

• 59% of participants watched the game at home.
• 12% watched at a friend or relative’s house.
• 5% attended the game at a bar.

In these group settings, brand meaning is formed socially. Advertisements are reacted to, debated, and reinforced by peers the moment they air, turning a 30-second spot into a shared conversation.

Multitasking as parallel engagement

While "multitasking" often implies distracted viewers, during the Big Game, it represents a multi-layered engagement strategy. Only 28% of viewers reported that they did not multitask. For the rest, the game sat at the center of a vibrant digital and social ecosystem:

• 31% of viewers browsed social media while watching.
• 26% socialized in person during the broadcast.
• 7% participated in online chats.
• Other viewers integrated the game into their daily lives, with 11% doing housework and 4% doing homework.

This parallel engagement and presence of a second (or third) screen allows brand exposure to translate immediately into digital exploration, social validation, and real-time commentary.

The lift of participation and presence

For many consumers, simply appearing on the Big Game stage is a powerful signal of a brand’s scale and legitimacy. DISQO data reveals that participation alone, regardless of the specific creative, generates a net-positive halo effect for the advertiser.

Participation as a Brand Signal

When asked how a brand’s participation in the Big Game impacts their perception, the response was overwhelmingly favorable:

• 41% of consumers reported a positive impact (combined "Very" and "Somewhat positive").
• 52% remained neutral.
• Only 7% reported any negative impact.

This suggests that for more than half of the audience, the act of showing up is interpreted as a sign of confidence and market leadership. This impact isn't limited to 30-second spots either.

Extending the campaign window beyond the broadcast

The value of a Big Game investment is no longer confined to a single evening. It’s evolved into a multi-week activation cycle that builds momentum before kickoff and compounds value long after the trophies are handed out.

The pre-game build

The advertising window now opens well before the first whistle. 39% of participants saw at least one of this year's commercials before the actual game aired. This indicates that pre-releasing creative is a vital strategy for building narrative momentum and ensuring "top-of-mind" status before the crowded game-day environment.

Post-game conversion and longevity

The "life" of a Big Game ad is measured by the digital and social trail it leaves behind. After the broadcast, viewers convert their attention into high-value behaviors:

• 32% of viewers talked about the ads with others.
• 18% rewatched ads personally.
• 14% looked up more information about the brand.
• 12% shared ads via text, email, or social media.

These downstream actions represent a compressed marketing funnel. In a matter of hours, an ad can move a consumer from awareness to active research and social advocacy.

Creative drivers: what actually moves the needle?

While the scale of the Big Game provides the reach, the creative execution dictates the true resonance. DISQO data highlights a significant gap between what brands often prioritize (like fame) and what actually motivates consumers to engage and share.

Humor and entertainment over fame

When it comes to social amplification, humor remains the undisputed king. Consumers are looking for a reason to laugh and be entertained, rather than just seeing a familiar face.

• 38% of participants say humor is the top quality that motivates them to share a commercial.
• 25% cite general entertainment value as a primary motivator.
• 11% are driven by informative content.
• Celebrity endorsements rank near the bottom, with only 4% of viewers citing fame as a reason to share.

This suggests that a "celebrity-first" strategy without a strong, humorous, or entertaining narrative is unlikely to drive organic reach.

The AI factor: Innovation vs. Authenticity

As AI becomes a more prominent tool in creative production, consumer sentiment remains cautious. In an event defined by high-stakes craft, the "human touch" still matters.

• 48% of viewers feel neutral about AI-generated commercials.
• 32% react negatively to the use of AI in these ads.
• 19% view it positively.

For brands, the takeaway is clear: technology should enhance the execution, not replace the emotional resonance and narrative ambition that the Big Game audience expects.

Why the Big Game needs full-funnel measurement

The data from the 2026 Big Game reinforces a consistent pattern: the event is not just a visibility play, but a catalyst for the entire marketing funnel.

• Awareness & Anticipation: Consumers look for the ads before the game even starts.
• Perception Shift: Presence alone signals legitimacy and builds positive brand equity.
• Consideration & Action: Viewers move quickly from watching to searching and sharing.
• Conversion: 29% of participants have tried a product specifically after seeing it during the Big Game.

Because the Big Game compresses the funnel into a single window, brands must look beyond simple reach and frequency. It demands advanced Brand and Outcomes Lift measurement that captures the full scope of attitudinal and behavioral impact the campaign generates. Tracking person-level exposure across platforms, immediate sentiment shifts, and long-term behavioral follow-up.

The value of the Big Game isn't just the size of the crowd. It's the intensity of the engagement per exposure. In a fragmented media world, it remains the ultimate venue for concentrated brand acceleration.

Maximize your Big Game investment

With DISQO’s Brand Lift and Outcomes Lift, you can gain a complete picture of advertising effectiveness—across every channel, partner, creative, and media tactic. Get unprecedented clarity across your entire media plan, without gaps, to maximize advertising impact.

Methodology 

DISQO surveyed 1,024 US adults from our audience on Tuesday, February 10, 2026.