Registration for this session is open to CES attendees.
As audiences continue to fragment across screens, the way viewers are watching live sports is changing rapidly. Together with Google and the NFL, Comscore shares the latest research on the amplified efficacy of a cross-platform approach in Super Bowl advertising. It shows YouTube reached 88% of adults 18-49 with a Super Bowl ad vs. 68% on linear TV, highlighting that it is not only what viewers are watching but also where and how they consume content that matters to a campaign’s success. This presentation also takes a Gen Z lens to advertising’s biggest stage, showing where this emerging consumer is best reached.