Standing out amid the parade of Super Bowl brand stunts and celebrity-driven ads is already difficult. And this year, Tubi has the added challenge of outdoing its 2023 campaign, which remains a standout among recent Super Bowl efforts.
“My goal two years ago was just to get people talking about Tubi, get them to know who we are—we had such low awareness,” said Nicole Parlapiano, chief marketing officer for the Fox-owned free ad-supported streaming service. Tubi has surpassed 97 million monthly active users, it announced earlier this year, with over half being Gen Z or millennials and 77% not having cable subscriptions
“Us going viral again is not what’s going to help the business—I don’t really need it,” said Parlapiano.