Super Bowl LIX Streaming Breaks Records — And Advertisers Should Take Note

Streaming Touchdowns: Super Bowl LIX’s Record-Breaking Viewership

Super Bowl LIX wasn’t just a win for the champions on the field — it was a massive victory for streaming platforms and the advertisers that leveraged them. According to reports, the game averaged 126 million U.S. viewers, making it the most-watched Super Bowl in history. But the real MVP? Streaming.

Tubi’s free livestream alone drew over 13 million viewers, suggesting that more fans than ever are choosing streaming services over traditional cable. This shift isn’t just about convenience — it’s reshaping how advertisers approach live sports marketing.

So, what does this mean for brands? If you’re not advertising on Connected TV (CTV) and live sports streaming, you’re leaving points on the board.

Why Live Sports Streaming Is a Touch for Advertisers

Streaming platforms aren’t just racking up viewers — they’re changing the game for advertisers. Here’s why investing in live sports streaming is the real winning strategy in 2025:

1. Engaged Audiences That Actually Watch the Ads

Let’s be honest — Super Bowl commercials are legendary. But on traditional TV, viewers can still flip channels or walk away during ad breaks. Streaming? That’s a different story.

📌 With CTV and OTT platforms, ads are unskippable, ensuring higher engagement.
📌 Viewers are more immersed, especially with interactive ad formats.

2. Precision Targeting — Because Not All Fans Are the Same

A beer ad for all 126 million viewers? That’s old-school. Streaming lets you segment audiences based on real-time data, making ad dollars work smarter, not harder.

✔ Target based on demographics, location or even past viewing habits.
✔ Serve dynamic ads that adjust based on real-time engagement.

3. Measurable Impact: More Than Just a Hail Mary

Unlike traditional TV, streaming provides deep analytics so advertisers know exactly what’s working.

📊 Track impressions, click-through rates and conversions in real time.
📊 Adjust ad spend dynamically to focus on high-performing audiences.

4. Ad Innovation: Interactive and Shoppable Experiences

QR codes, shoppable ads and real-time promos are changing the game. Instead of hoping viewers remember your ad, they can act on it immediately — whether that’s downloading an app, signing up for a promotion or making a purchase.

How Viant Helps Brands Win with CTV Advertising

If you’re looking to dominate live sports streaming ads, Viant has the game plan to get you there. Our AI-powered DSP makes it easy to:

🏆 Deliver ads to the right audience at the right time — using first-party and third-party data for laser-focused targeting.
📊 Track real-time analytics — so you can optimize performance before the fourth quarter.
🔄 Seamlessly integrate with top CTV platforms — ensuring your brand is front and center where it matters most.
🚀 Utilize dynamic ad insertion — for personalized, real-time engagement with viewers.

📌 Want to take your advertising game to the next level? Learn more about Viant’s CTV solutions today.

Final Whistle: The Takeaway for Advertisers

Super Bowl LIX proved one thing: streaming isn’t the future — it’s the present. If your brand isn’t leveraging CTV advertising, you’re missing out on one of the most engaged, data-driven, and effective marketing opportunities available.

The playbook is clear:
✔ Live sports streaming delivers engaged, captive audiences.
✔ CTV allows for hyper-targeted, measurable, and dynamic advertising.
✔ Viant helps brands execute winning campaigns with advanced data-driven solutions.

🚀 Ready to make your next campaign a championship-level success? Get in touch with Viant today.