Every year, the headlines ask: "Is the Super Bowl still worth it?" Consumer loyalty is no longer a given; according to Ibotta’s 2026 State of Spend report, the belief that name brands offer superior quality has plummeted to just 38% (down from 44% last year). With the perceived gap between premium brands and private labels narrowing, the traditional awareness play is being audited like never before. In this candid 20-minute conversation, Chris Riedy and Mark Kirkham, CMO at PepsiCo, discuss why some of the world’s largest advertisers are broadening their strategy to include measurable impact like never before. Discover how the industry's most sophisticated marketers are rationalizing their spend and using data to prove that the Big Game can still deliver big results.