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With the Super Bowl in the books, we close another incredibly successful NFL season. Annually, 100 million viewers tune in for the Super Bowl – and in America today no other event creates that much attention. In fact, in modern television history, no other television event has topped the Super Bowl each year. What’s more, the experience is live and in the moment with viewers focused on the same content, from the play on the field to the ads aired during the game, at the exact same time.

Every year Meta’s Creative Shop looks at campaigns from around the globe that broke through on Facebook, Instagram and our other platforms and releases The Creative Forecast, an exploration of creative trends for the future driven by cultural shifts. What we saw in our most recent look at high-performing ad creative was an inflection point: Powerful influences—from activism to the pandemic—changed culture in profound ways and led people to push brands to be more aware, personal, and participatory.

Few sporting events excite an audience, quite like the Super Bowl. Consistently ranked amongst the most-watched games worldwide, 2021’s Super Bowl LV drew an audience of over 91 million viewers.