How to choose the right CES media showcase to maximize press coverage and pre-show buzz
As CES 2026 approaches, the question for every consumer tech brand is the same: how do you maximize media exposure among thousands of competing stories?
Whether or not you’ve submitted a CES Innovation Awards application, the major CES media events draw innovation-focused journalists and influencers. They’re your best chance to make noise before the show officially begins, when visibility is hardest to win.
Here are the three we recommend.
1. CES Unveiled Las Vegas
- Website: https://www.ces.tech/events/ces-unveiled-las-vegas/
- Date: Sunday, Jan 4 (5:00–8:30 PM)
- Location: Mandalay Bay Convention Center – Shoreline Hall
- Pricing: Standard tabletop: $7,800 | Eureka Park exhibitors: $800 special rate | Innovation Award applicants: $800 discount if selected
- Why it matters: This is the official CES media preview, held two days before the show, with hundreds of journalists in attendance. It’s one of the most efficient ways to showcase your latest products before CES officially opens.
- Note: CES Unveiled typically requires exhibitors to participate. However, becoming a CES Innovation Award Winner or Nominee may increase your chances of approval.
2. Pepcom – Digital Experience! (CES Edition)
- Website: https://www.pepcom.com/digital2026
- Date: Monday, Jan 5 (7:00–10:30 PM)
- Location: Paris Las Vegas
- Pricing: Basic: $7,000 | Standard: $10,000 | Standard Plus: $11,000 | Premier: $14,000
- Why it matters: Pepcom’s CES showcase is a lively, high-visibility event built for lifestyle and tech outlets. It’s an ideal setting for hands-on demos and social-friendly video content, perfect for generating organic coverage and influencer buzz.
3. ShowStoppers @ CES
- Website: https://showstoppers.com/
- Date: Tuesday, Jan 6 (6:00–9:00 PM)
- Location: Bellagio, Grand Ballroom
- Pricing: By inquiry (typically $8K–$12K) | Gadgety Awards entry: $249–$349 (for exhibitors)
- Why it matters: The flagship press-only event of CES opening night, ShowStoppers attracts top-tier global media and product reviewers. It’s especially valuable for brands emphasizing design-led or highly functional innovations.
Which CES Media Events Deserve Your Budget
Each event has a different role to play in your CES PR mix, so here’s how to think about where your investment delivers the most impact.
- CES Unveiled: The best platform to spotlight Innovation Award recognition and generate early coverage. Ideal for building pre-show momentum.
- Pepcom: A strong fit for visually engaging, consumer lifestyle products, great for live demos, influencer interaction, and social reach.
- ShowStoppers: Optional, but worthwhile if you’re launching multiple SKUs or seeking deeper international media engagement.
Next Steps
Locking in logistics early ensures you’re not scrambling for visibility once CES week begins (and that your brand story lands before the show floor even opens).
- Inquire about CES Unveiled registration once the Innovation Awards are announced, as space is limited.
- Decide between Pepcom and ShowStoppers by mid-November.
- Prepare your press kit, demo plan, embargoed outreach, and review unit strategy by December to ensure a smooth media rollout.
Make Your CES Presence Count
Each CES media event offers a distinct angle for visibility, depending on your product category and storytelling strength. The key is to plan early, align your launch narrative with the right format, and show up ready to own the conversation.