Why Super Bowl Ads Need Emotion—and a Second Screen Strategy

In "An Open Letter to Super Bowl Advertisers," Ian Baer, founder of Sooth, critiques the declining effectiveness of Super Bowl commercials, noting a 32% drop since 2020. He emphasizes that with 90% of purchase decisions being emotionally driven and over 80% of viewers using multiple screens during the game, brands must go beyond traditional 30-second spots. Baer highlights DoorDash's 2024 Super Bowl campaign as a successful example, where gamification and second-screen engagement led to a 23% year-over-year performance boost. He urges advertisers to create emotionally resonant content and leverage digital experiences to build lasting customer connections.