Oikos Lends Strength to Kathryn Hahn in Streaming-Only Super Bowl Commercial

Key Highlights

• Related Stories 'Stranger Things,' 'Squid Game' Top Nielsen's Most-Streamed Original Series of 2025 List Nielsen's New Ratings Data Could Give Cable a Short-Term Boost “It definitely was a new thing for me,” says Hahn, during a recent interview, noting that she enjoyed the physicality of the shoot as well as the chance to “catch some spirals from Derrick Henry.” Popular on Variety In a twist, however, Oikos’ ad will appear only on Peacock’s live stream of Super Bowl LX, which will also be telecast on NBC on February 8.
• The commercial is slated to appear as the game moves toward halftime, but will not surface on the actual NBC broadcast.
• Executives familiar with ad sales tied to sports events say this type of buy has become increasingly popular, because it still generates a high unit price, but they note such commercials often turn up when the TV network showing the game goes into a local ad break.
• Oikos executives liked the streaming-only option because it ensures their commercial gets in front of what will likely be a younger audience, says Victoria Badiola, senior vide president of Oikos Danone U. S.
• “Partnering with Peacock helps us reach a younger audience, so more Gen Z and millennials that are looking for,viewing experiences that are more mobile, more on demand, more flexible,” she says.