With media fragmentation accelerating and ad avoidance baked into consumer behavior, researcher Ipsos says live sports remain one of the few environments where advertisers can still command broad, undivided attention. Its new Super Bowl preview argues that success in 2026 will depend less on spectacle alone and more on disciplined creative choices that build long-term brand value.
Mass Reach Still Matters But Expectations Are Rising
Ipsos’ FastFacts research shows 70% of U.S. adults intend to watch the 2026 Super Bowl, reinforcing the event’s status as the last reliable mass-reach moment for brands. Interest extends beyond football, with 66% planning to watch the Winter Olympics and 42% the FIFA World Cup, underscoring a year when sports dominate cultural attention.