Every brand competes for attention, but only those that consistently capture the moments that matter along the consumer journey unlock sustainable growth. From the spark of discovery to the loyalty-defining experiences, these moments are the decisive points where meaning is created, difference is proven, and salience is secured.
The sports exception: Why fandom keeps winning
Download The Sports Exception for insights from the Kantar Sports MONITOR 2026 Fan Engagement Study on why fandom keeps winning and what brands should do next.
State of the sport: National Football League
Download our NFL snapshot for insights into the league's cultural and commercial dominance, plus what's changing in the '26-'27 season.
Lessons from the biggest sporting event in history
Download our World Cup report for brand performance data and creative testing results so you can optimize your campaigns for upcoming tentpole events.
Unlocking Latino
fandom for brand
growth
The Beautiful Game.
A look at the '26 tournament
How brands can score with big-moment marketing
After the Big Game: Creative trends & top performers
The creative ideas that captured attention and sparked conversation at Super Bowl LX were a masterclass in what’s working with today’s audiences. Our 2026 Super Bowl Creative Analysis reveals the strategies that broke through with 127 million viewers, and what you can apply to your campaigns for the rest of the year.
Key takeaways:
- Why meaningful difference matters more than ever in a sea of 82nd-percentile enjoyment scores
- How healthcare brands rewrote the rulebook (and scored higher than ever)
- How AI platforms made complex tech relatable (and what that means for your brand storytelling)
- The nostalgia, humor, and celebrity partnerships that actually drove brand equity
Download the full analysis to see which brands nailed it, which themes are shaping 2026, and how to make your next campaign unforgettable.
Fill out the form to download our 2026 Super Bowl Creative Analysis:
Moments that Matter in the News
Ad Age: Why emotional relevance, not impressions, drove World Cup brand success
The Current: The World Cup was a win for brands. Coca-Cola led the way
The Drum: Why sport is no longer about owning the moment, but owning what happens next
MM+M: How did the health ads perform at the 2026 Winter Olympics?
Ad Age: How nostalgic Super Bowl ads are evolving to reach modern audiences
The Hollywood Reporter: Super Bowl Ads: Star talent fees down as AI surges
Sports Business Journal: Cultural Glue: Why sports is playing an increasingly central role in American life
Business Insider: The Safer Bowl: With tensions running high, Super Bowl advertisers avoid politics and play for laughs
Strategy: Multi-channel mix, Canadiana key to Super Bowl success