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A Rulebook for Reaching the New Mainstream: SB Edition



Super Bowl LVIII, a new main stage filled with new stories: Las Vegas. The Sphere. The 58th Big Game. $10k tickets. Tay/Trav. Oh yes, 49ers/Chiefs. Knowing the overtime rules.

And one more. The thrill of the first time.

Sunday saw one of the most important firsts not only for the Super Bowl, but for all mainstage cultural moments. The first time a wholly independent Spanish language broadcast took to the air alongside the OG English language show. We’ve seen Super Bowls in Spanish before, but this one was different. TelevisaUnivision was bigger and broader and even improved the original in many ways, including greater gender representation among on-screen talent. So, it’s worth looking at some lessons.

This broadcast is only one example of the impact the New Mainstream is having on pop culture and marketing. The New Mainstream is not a niche audience, but a new way of looking at all 330 million of us. More diverse and more multicultural than ever before, we have a strong point of view on the world around us and are actively engaged in the brands we support.

So this first time is that—a main stage moment that’s more open to all than ever before. This means a new rulebook for mainstage moments full of new lessons and new habits to set up marketers for both creative and business success.

Here are a few learnings and takeaways from the Big Game broadcast on TelevisaUnivision.

Speak to the new mainstream, not just a new market

Going forward, all mainstage moments will be multilingual and multicultural moments. This was one of the first, but it surely won’t be the last.

A brand will win by focusing on telling its story to the new mainstream, not a generic whole. We’ve entered a new era where the former minorities are the majority.

Along with the lessons for advertisers, U.S. news publications must also cover these main stages with the same energy as they do the English-language Super Bowl. So all Big Marketing Moments must speak to all as they want to be spoken to, not as a part of a generic whole.

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