Tuesday, February 27, 2024
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    Why advertisers aren’t likely to step away from X before the Super Bowl

    Even plagued by recent controversies and brand safety concerns, X (formerly Twitter) is still expected to remain the king of second screen viewing for this year’s Super Bowl for consumers, agency execs say.

    That’s not to say that X will be at the center of Super Bowl campaigns this year, but no alternative has come to take its place as the reigning second screen. Instead, agency execs are recommending clients diversify their approach, working across multiple platforms to reach shoppers wherever they are online during the Big Game.

    “It’s still this primary second screen just because nothing matches it for scale of real-time conversation during live events — sports, especially,” said Matt Talbot, co-founder and chief creative officer at WorkInProgress ad agency. “But it’s harder for brands to be active there because it’s uncertain and riskier.”

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