For decades, the Super Bowl has been advertising’s most expensive — and most scrutinized — stage. But in 2026, the Big Game is also the opening ceremony for an unusually dense and high-profile sports year for U.S. fans, justifying extra-big spending as brand messages flow right into the Winter Olympics, the FIFA World Cup, and an expanding universe of streaming-led sports coverage. That convergence is changing how brands approach Super Bowl advertising and how they are measuring their success. Instead of betting everything on a single in-game moment, marketers are stretching Super Bowl investments across weeks of pre-game drops, digital extensions, streaming buys and AI-powered personalization that extend well past the fourth quarter.

We sat down with Andy Johnson, head of Iridio by RRD, for a quick chat about the company’s latest research report, focusing on marketing trends. He shared some insights and takeaways for printers. What were the biggest trends that emerged from the report? T The biggest trend emerging from Iridio’s report is the flight to efficiency driven by economic uncertainty. With 56% of marketers citing volatility as their top source of uncertainty, we are seeing a decisive shift toward measurable, high-return channels. Budgets are increasing for digital tactics, such as online video (59%), websites (57%) and paid social (56%). AI has also moved from experimental to essential. AI and machine learning is now the top technology investment (55%), with marketers using it specifically to scale personalization and predictive analytics. Were there any surprises? If so, what were they? One surprise is the trust paradox facing AI. While AI is the number one tech investment for 2026, marketers still view it as a threat to consumer trust. The data found that 53% of marketers cite human interaction replacement and AI deception as top threats.

President Mary Anne Hansan shared more about the phaseout of the industry marketing initiative. Corporate and market changes, and difficulty aligning the shifting priorities between paper and packaging stakeholders, contributed to the recent move to shut down a more than decade-old paper packaging marketing campaign, explained Paper and Packaging Board President Mary Anne Hansan. “Every referendum, it’s been increasingly more difficult to keep people on board,” Hansan said. “And many times, just like this time, it really has to do [with] what’s going on in the economy. The paper market has been contracting for years,” she said. On the corrugated side, companies are concerned about extended producer responsibility, Hansan said. Additionally, there’s been a lot of leadership turnover from the executives who were in charge when P+PB was developed and launched. “We’ve had an awful lot of CEO change,” Hansan said.