Jamie Gilpin | Source | CMO at Sprout Social

While it’s understandable for brands to skip on advertising for the big game as budgets tighten following a difficult year, we actually see this as part of a larger shift. Brands are leaning less on the once reliable marketing playbook of big spend for big reach in favor of cost effective, insightful connections. They’re engaging targeted audiences on social media, not passive TV viewers. While the big game is certainly an enticing moment in time to reach millions of TV viewers, it’s mostly just that: a moment in time. Brands are increasingly seeing greater impact and ROI from the authentic connections social media can offer, and marketing spends can change as a result—ads during the big game are no exception.