How sporting events become cultural moments – and what UK planners can learn
As featured in The Drum. Twelve years ago, I wrote a piece for Campaign about the scale and value of a Super Bowl spot when the estimate for a 30-second spot was $4m, and the US viewership was 108m. Fast forward to 2026 and the same spot is fetching a price tag of $8m for an audience of 128m. […]
