Tubi is gearing up for its next big Super Bowl ad campaign, as the free, ad-supported streaming service also plans for a bigger audience on the platform.

The platform, which is owned by Fox, will be streaming the 2025 Super Bowl for free for the first time, as well as airing its own pre-show which will feature a coverage of the celebrities, fashion and other cultural moments ahead of the game in a move to attract people who want to be part of the cultural moment, but are not necessarily football fans, said Tubis CMO Nicole Parlapiano. We wanted to have a place for the hardcore sports fans, but I think that most sports fans have a way to watch the game that night. But since we skew female and since we skew younger, we felt we wanted to program to that. And there isnt really a place where you can kind of see the Super Bowl through that lens, Parlapiano said.

Tubi will also be airing Foxs pre-game show and the Fox Deportes stream for Spanish speaking audiences during the game.

The streamer, which will have a 60-second ad and a 15-second spot that air during the game, is also pivoting from splashy ad strategy it employed in 2023, the last time Fox broadcasted the Super Bowl. In 2023, Tubi broadcast a 15-second spot where it appeared that the Super Bowl broadcast had returned from a commercial break, but suddenly, it looked like the screen had been taken over by someone scrolling over to the Tubi TV app.

Our interface interruption spot was this stunty spot and a way to grab peoples attention. And at that time Tubi was smaller. Nobody really knew who we were, and the goal was really just to set us apart in like a sea of sameness on that night. And we took some risks that have definitely paid off and continue to pay off for the business, but were in a really different spot two years later, Parlapiano said.

The goal now that the streamer is more well-known, and has reached 97 million monthly active users, is to play to its viewership, who are primarily younger cordcutters, with more emotionally connected advertising. The ad, which Tubi has yet to reveal but says its still weird and wacky, is also meant to speak to those who love specific genres or titles, as has been Tubis programming strategy, rather than feeling the pressure to love the most popular shows.

We have a super strong foothold in those younger, multicultural audiences. So we wanted to make sure that the brand ethos was close to it. Its not a Gen Z specific spot. The message here is much broader than that, but certainly those feelings of not wanting to follow what everyone else is doing is very inherent in that generation, and its part of why weve had such strong success with that group, she said.

With the Super Bowl streaming on Tubi, as well as the additional programming around it, Parlapiano said she expects an influx of viewers on the streaming platform. But because Fox already has experience streaming games onto Fox Sports digital properties, she says the team is prepared to handle it.

We feel really good about the game-day experience, because its really just a muscle that we have internally at Fox already, she said.