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Big cultural moments like The Oscars or Grammys that would gather people around the living room have changed profoundly. The “Big Game”, the most iconic of them all, has historically been seen as parties around the TV.

The Super Bowl presents two forms of entertainment: the annual championship game of the NFL and the most notable commercials. Hundreds of millions of viewers are likely to discuss the ads just as much as the highly-anticipated sporting event. Not to mention, almost 80% of Super Bowl LV viewers watched the game solely for the ads.

A common misstep for brands is when they fail to find out what people are already talking about on places like social. If you aren’t driving content with timely and topical insights – you’re missing an opportunity to create the types of ideas that pull on the levers that stimulate people to connect.