Can You Measure the ROI of a Super Bowl Ad?

17 snips

Jan 23, 2026

Explore the intriguing world of Super Bowl ads and their ROI as experts debate the skepticism from CFOs and the challenges of attribution. Discover the economics behind memorable ads and how some B2B companies can justify such massive brand investments. Delve into CPM math, audience targeting, and the power of branded traffic. Unpack unconventional marketing strategies that have worked. Lastly, catch insights on pricing strategies in the EV sector, including Rivian's new R2 launch—this conversation is packed with valuable marketing wisdom!

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INSIGHT

Live Events Create Scarce, Guaranteed Reach

Super Bowl ads mix scarcity and live-audience reach to create outsized awareness compared with most TV spots.
Kyle Poyar says live events are one of the few remaining guaranteed mass-reach channels.

ANECDOTE

Expensify's PLG Super Bowl Gamble

Expensify ran a Super Bowl ad in 2019 despite being a PLG, viral product with little marketing.
The ad tied into product usage by letting viewers expense items from the commercial into Expensify for a prize.

INSIGHT

PLG Enables Consumer-To-Enterprise Conversion

PLG products can justify mass-brand advertising by targeting end users who then bring the product into businesses.
Kyle Poyar highlights Expensify and Ramp as examples where consumer awareness feeds enterprise adoption.

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