For the Super Bowl this Sunday, the military service branches are turning toward streaming platforms and social media to get their messages out during the big game, relying less on traditional media in hopes of reaching Gen Z.
The push to rely on less traditional media during the game also comes amid a historic recruiting crisis for most of the military services. The Army, Air Force and Navy all missed their recruiting goals last year — only the two smallest branches, the Marine Corps and Space Force, met their target numbers.
However, the price tag for that effort remains a question mark. All of the service branches eagerly shared the innovative ways they'll be engaging with the American public during the Super Bowl, but none of them provided by publication the amount of money being spent — taxpayer dollars going to premium advertising and outreach during the country's largest sporting event.
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The Army — the largest service and most impacted by the recruiting shortfalls — is zeroing in on Spanish advertising by buying ad space for a dozen 30-second ads across Univision, ViX and Paramount+, which will be broadcasting or streaming the game in Spanish.
Separately, it bought ad space on Reddit and Instagram, popular social media platforms for younger Americans.
Hispanic recruitment has been key for the Army as it seeks to…