For those of us who scratch our heads calculating the total costs committed to Super Bowl media, this piece informs and enlightens. Ro’s Zachariah Reitano shares what makes a Super Bowl ad unique, why it is not just another ad buy, the potential economic benefits and other reasons why the company is investing in one.
Super Bowl advertising is an anomaly in the normal scope of media promotion. Reitano says it is a moment when attention, scale and cultural relevance align in a way that doesn’t exist anywhere else. That tennis legend Serena Williams anchors Ro’s first Super Bowl commercial is a bonus.
Source: Ro, January 28, 2026. Link. Sometimes you just have to grip it and rip it. There will never be a spreadsheet cell that tells you it’s “time.” There’s just a moment when the math is good enough, the upside is asymmetric, and your gut—earned through years of building—says go.
There is exactly one moment each year when the incentives of advertisers and viewers are perfectly aligned. 100 million people sit down and are excited to watch an ad.”