The Most Expensive 30 Seconds in Advertising
The GaryVee Audio Experience
Gary Vaynerchuk
4.8 • 18.3K Ratings
🗓️ 11 February 2026
⏱️ 61 minutes
🧾️ Download transcript
Summary
In this episode of the GaryVee Audio Experience, I sit down with legendary marketer Jim Stengel for our 8th annual Super Bowl Advertiser Roundtable. We are joined by CMOs and Presidents from major brands—including Ritz, EOS, Novartis, Cadillac Formula 1, and Tree Hut—to discuss their strategies for maximizing the most expensive 30 seconds in advertising. I share my biggest takeaways from the weekend in Santa Clara and San Francisco, including my thoughts on the "Super Bowl surround sound" my team executed and why I am "petrified" of most celebrity campaigns. We discuss the shifting role of the Super Bowl spot as a "tactic" in a larger, always-on strategy, and I make a bold prediction about what the next era of Super Bowl advertising will look like.
You'll learn:
Why I view every event, including the Super Bowl, as a "production day" for content
How to get more value out of experiential marketing by creating thoughtful content with influencers
My philosophy on why most brands should prioritize trial and sampling at the Super Bowl
Why the shift to an "interest graph" on social media is forcing marketers to double down on creative relevance
The immense economic impact of "family moments" and team building for employee retention
My prediction that a future Super Bowl ad will be an exact replica of a high-performing organic social media post
Transcript
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| 0:00.0 | Somebody following you or signing up for your newsletter doesn't mean they're an actual fan. |
| 0:04.7 | Right. Right. By the way, I am literally, I don't, I don't literally sign up for the Jets newsletter. |
| 0:11.7 | I will kill people for the Jets. How should a sports team be looking at calculating a fandom? |
| 0:17.8 | How should brands be looking at calculating calculated fandom? Ticket selling stuff. |
| 0:22.6 | You know, showing up for, like, impact. |
| 0:24.5 | I don't know why this industry is addicted to proxies to the punchline. |
| 0:28.2 | You know, let's measure the punchline. |
| 0:30.7 | This is the Gary V. Audio Experience. |
| 0:35.1 | Gary, good to see you. |
| 0:36.5 | This is our, damn it. |
| 0:37.4 | It's our eighth year in a row. We're doing this. |
| 0:40.3 | You know, time flies when you're having fun, Jimmy. |
| 0:42.9 | We haven't changed a bit. No, look exactly the same. |
| 0:46.7 | So listen, I did not get there. I'm in Cincinnati. It's kind of sort of cold and snow here. |
| 0:51.8 | You were out there all weekend, Santa Clara, San Francisco. |
| 0:55.3 | And you've been at a bunch of Super Bowl. |
| 0:57.3 | So let's start with what about this one was different. |
| 1:03.1 | Well, I was bitter because I'm a big Jets fan. |
| 1:06.6 | And, you know, seeing the Patriots back in the Super Bowl, you know, that was a little different like this. |
| 1:11.6 | The sting. |
| 1:12.6 | It was actually not different, but it was more of the same in the past. |
| 1:17.3 | Yeah. |
... |
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