Since the pandemic, consumers have become a lot more discerning when it comes to their ad consumption.  Super Bowl LVI’s national ads, for example, accounted for more than 40% of all TV ad impressions on linear TV in 2022. And since ‘nostalgia’ was the theme of the event, it was successful in resonating and instilling happy emotions, hence being memorable and giving the event a longer lasting impression.

We’ve seen the success from brands bringing in the old with a...