Introducing The Big Game Live Show

Finally, a broadcast built for marketers

Every year, Super Bowl ads dominate the cultural conversation. And every year, the industry waits until Monday morning for trade coverage, performance breakdowns, and creative takes.

Not this time.

The Big Game Live Show is the first real-time Super Bowl broadcast focused entirely on the advertising. It’s built for marketers, creators, media leads, strategists, and anyone else who wants to know as it’s happening what’s working and what’s not.

It’s commentary, live data, creator insights, newsroom reaction, and sketch content, running across three live blocks on game day.

This is not a highlight reel. It’s not a recap. It’s a front-row seat to the ad industry’s biggest night, in real time.

What’s happening and when

Pre-Game Show
5:30 to 6:30 PM ET

A full studio show led by Adweek’s Zoë Ruderman and a rotating cast of industry voices, like Viral Nations Chief Creative Officer, Brandon Lenteino. This segment includes early analysis, brand strategy discussion, cultural predictions, creator commentary, and exclusive interviews with marketing leaders and creative directors. Also includes original sketch segments featuring Viral Nation creator talent.

In-Game Coverage

During both halves of the game

Live blog and social coverage from the newsroom. Contributors respond to ad drops in real time with explainers, reactions, and fast-turn creator content. Live social listening dashboards (built by Viral Nation) visualize what’s trending, what’s resonating, and where audiences are reacting.

Halftime Check-In
8:00 to 8:10 PM ET

A fast, editorially-driven recap of first-half ad moments. Real audience sentiment. Quick calls on what’s landing. Predictions for what’s coming next.

Post-Game Show
10:00 to 10:30 PM ET

Winners, flops, and the ad MVP. Behind-the-scenes interviews. Creator superlatives. Cultural performance data. Final wrap-up sketch. No recycled takes just a straight, opinionated debrief on what actually mattered.

Who’s in it

Viral Nation:

Brandon Lentino, Chief Creative Officer (CCO)
Madison (SVP Social) on sentiment and trends
Richelle B with creator commentary and sketches
Additional creators for character spoofs and social content

ADWEEK:

Zoë Ruderman hosting
Contributors on industry analysis
Editorial team reporting live from the newsroom

Plus:

Creative directors talking about their work
Brand leads
Creator appearances

Why Viral Nation built this

We track culture for major brands every single day. We know how to measure what matters while it's happening, not after the fact.

On Super Bowl Sunday, the biggest night in advertising, that capability matters more than ever. Brands spend $8 million on 30 seconds. They shouldn't have to wait until Monday to know if it worked.

We partnered with ADWEEK for editorial access and industry credibility. We partnered with Snowflake for the data infrastructure to track millions of conversations live.

Together we're doing something that's never been done: giving the advertising industry a front-row seat to its own Super Bowl, with the data and insight to understand what's happening while it's still happening.