Measuring beyond the spot
As the Super Bowl ecosystem becomes more fragmented, measurement has become both more complex and more central to Oikos’ planning.
“It’s not just about viewers anymore,” Badiola said. “We’re looking at earned and shared impressions from everything surrounding the game, and ultimately how that momentum pulls through to sales.”
That focus fits neatly into a broader cultural shift. As protein, fiber, and hydration take center stage in Super Bowl advertising—fueled by aging consumers, post-pandemic health awareness, and the rise of GLP-1 weight-loss drugs—Oikos sees its message as less of a trend-chase and more of a long game.
“We want consumers to feel strong,” Badiola said. “And when they do, they feel unstoppable.”
