Iris Americas CEO Jill Smith emphasizes the ongoing debate over the value of $8m Super Bowl ad spots, especially in an era dominated by TikTok. With the platform boasting 1.7 billion monthly active users, marketers can achieve broader reach and engagement for that same investment, generating significant impressions. The shift in consumer preferences indicates a lean towards authentic, low-budget content over high production celebrity ads, suggesting that effective marketing strategies may require a combined approach leveraging various platforms.
"In 2025, TikTok has exploded to 1.7bn monthly active users - way more than the viewers tuning in for last night's Super Bowl LIX."
"When you think about the limited timeframe of Super Bowl ads and how people are engaging these days, it just doesn't add up like it used to."
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