Super Bowl LIII Ad Rankings
February 4, 2019
EDO scored every ad airing within Super Bowl LIII, and ranked them based on incremental Search Engagement generated, EDO's proprietary ad performance metric. EDO also measured the Search Engagement for every celebrity that appeared in a non-entertainment ad.
Super Bowl Ranker
Winners: With a Search Engagement Index of 2,580, the top performing ad in Super Bowl LIII was the “Wizard” spot for the relaunched Toyota Supra, generating more than 25x as much online activity as the median Super Bowl ad in the minutes after the spot aired. Automotive-related ads secured 5 of the top 6 spots on this year’s ranker.
New to the Super Bowl: As a new Super Bowl advertiser, Bumble used a strong message of female empowerment, courtesy of Serena Williams, to finish in the Top 10 of all Super Bowl spots with a Search Engagement Index of 442, or 4.4x the median.
Unexpected Standouts: One of the big surprises in Super Bowl LIII was the WeatherTech CupFone spot, which drove more than 8x as much online activity as the the median Super Bowl ad in the minutes after the spot aired (801 Search Engagement Index).

Another surprise was the ad for the Amazon original series “Hanna” which drove more online activity in the minutes after its ad aired than any of the feature films that advertised in Super Bowl LIII (635 Search Engagement Index).
#BrandCreative
Description
Search
Engagement
Index
Airing
Quarter
Air Time
(ET)
Duration
(seconds)
1ToyotaIn the "Wizard" a Toyota Supra races through a pinball race track; "Pinball Wizard" by The Who2580Halftime 3-0 NE8:22 PM60
2Kia"Give it Everything" honors the working-class spirit of its manufacturing facility in West Point, GA and the all-new Telluride1756Q3 3-0 NE8:32 PM90
3WeatherTechWoman drops her phone while getting into her car, and instead opts to use the WeatherTech CupFone to hold her device801Q4 3-39:19 PM15
4HyundaiJason Bateman in "The Elevator" poses as bellhop, who take a couple on a ride through various unpleasant activities on their car buying journey709Q1 0-06:47 PM60
5Hanna (Amazon)Promotion for new Amazon original series "Hanna"635Q3 3-39:04 PM60
6AudiIn "Cashew" a man wanders through an empty field and is reunited with his grandfather, and gifted an Audi e-tron GT concept ... before being saved via Heimlich maneuver, after choking on a cashew nut; Norman Greenbaum "Spirit in the Sky" song602Q1 0-07:13 PM60
7Captain MarvelPromo for Disney's "Captain Marvel"536Q1 0-06:56 PM30
8Bumble#InHerCourt with Serena Williams442Q1 0-06:41 PM30
9Stella ArtoisSarah Jessica Parker, as Carrie Bradshaw, and Jeff Bridges, as 'The Dude', order a Stella Artois; Bob Dylan's 'The Man in Me', 'Sex and the City' theme433Q2 3-0 NE7:47 PM45
10Mint MobileMint Mobile's mascot, an animated green fox, talks with a man about things that aren't right, like his phone bill, and chunky milk425Q2 3-0 NE7:42 PM30
11Fast & Furious Presents: Hobbs & ShawPromo for "Hobbs & Shaw", a new film in the Fast & Furious universe403Q1 0-07:03 PM60
12Burger KingAndy Warhol eats Burger King, with #EatLikeAndy387Q4 3-39:27 PM45
13Norwegian Cruise LineNorwegian Cruise Lines shows all of activities and amenities guests can experience when they come aboard373Q2 3-0 NE7:42 PM30
14Avengers: Endgame"Avengers: Endgame" trailer355Pre-Kick6:30 PM30
15Mercedes-BenzIn "Say the Word" a man goes through his day having everything he says happen, finally showcasing the voice activated features of his all-new A-Class vehicle; Ludacris' "Stand Up" plays349Q2 3-0 NE7:32 PM60
16Michelob UltraZoe Kravitz's ASMR bottle opening347Q4 10-3 NE9:41 PM45
17Game of Thrones (HBO, Bud Light Co-brand)In a surprise co-branded spot, the Bud Light Knight is killed jousting while dragons from Game of Thrones swoop down and rain fire on the King of Bud Light and spectators323Q2 0-07:17 PM60
18The Handmaid's TalePromo for Hulu's "The Handmaid's Tale", Season 3276Q1 0-06:40 PM30
19ExpensifyAdam Scott and 2 Chainz's rap about Expensify, and spending money275Q1 0-07:04 PM30
20GoogleGoogle showcases its translation app, and how it's been able to connect people internationally253Q2 3-0 NE7:25 PM60
21BudweiserBob Dylan's 'Blowin' in the Wind' with trademark Clydesdale horses, and a Dalmatian224Q4 3-39:27 PM45
22ToyotaToni Harris, a woman who aspires to be a NFL player, alongside the all-new 2019 RAV4 Hybrid217Q2 3-0 NE7:37 PM60
23WeatherTechAmerican-made product highlight, as Scout the dog tours the WeatherTech manufacturing facilities showcasing both automotive and pet care product lines205Q1 0-06:53 PM45
24T-MobileAs a couple texts and decides on their dinner plans, T-Mobile and Taco Bell partner together to offer "T-Mobile Tuesdays"; Fine Young Cannibals, "She Drives Me Crazy" plays185Q2 3-0 NE7:33 PM30
25YouTube TVYouTube TV promoting its streaming services, and Super Bowl LIII176Pre-Kick6:30 PM30
26DoritosChance the Rapper and the Backstreet Boys team up to promote Flamin' Hot Doritos163Q1 0-06:52 PM30
27The Washington PostPromo for The Washington Post, narrated by Tom Hanks133Q4 10-3 NE9:53 PM60
28Toy Story 4Promo for Disney's "Toy Story 4"117Post-Game10:10 PM30
29RakutenRakuten, a Japanese e-commerce site, challenges people to pronounce its name, and awards money to those that do it correctly116Pre-Kick6:08 PM30
30DevourA young couple deals with the struggles of a food porn addiction116Q3 3-0 NE8:49 PM30
31PepsiSteve Carell explaining why Pepsi is 'more than okay', with Lil Jon and Cardi B; Cardi B's "I Like It" plays113Q1 0-07:12 PM30
32SkechersTony Romo talks on making his life easy, by wearing Sketchers slip on shoes, with memory foam112Q3 3-39:05 PM15
33T-MobileLyft driver and passenger talk together, as the passenger starts confessing personal problems to the driver, as T-Mobile promotes its "T-Mobile Tuesdays"; "All By Myself" by Eric Carmen plays109Q3 3-0 NE8:42 PM30
34Taco BellAs a couple texts and decides on their dinner plans, T-Mobile and Taco Bell partner together to offer "T-Mobile Tuesdays"; Fine Young Cannibals, "She Drives Me Crazy" plays104Q2 3-0 NE7:33 PM30
35PepsiLil Jon pours himself a cup of Pepsi101Halftime 3-0 NE8:21 PM10
36Scary Stories To Tell In The DarkPromo for "Scary Stories to Tell in the Dark" film100Q4 10-3 NE9:35 PM10
37GoogleGoogle search, helping find jobs for veterans81Q3 3-0 NE8:54 PM60
38M&M'sChristina Applegate becomes frustrated as she tries to deal with rambunctious M&M's in the back seat of her car81Q1 0-06:40 PM30
39LyftLyft driver and passenger talk together, as the passenger starts confessing personal problems to the driver, as T-Mobile promotes its "T-Mobile Tuesdays"; "All By Myself" by Eric Carmen plays79Q3 3-0 NE8:42 PM30
40T-MobileFather and daughter exchange texts, as he confuses her for Google and asks for an eggplant parmesan recipe, as T-Mobile reminds that customers can change their carriers, but not their dads79Q4 10-3 NE9:52 PM30
41Turkish AirlinesSylvia Hoeks stars in Ridley Scott's "The Journey" short film, showcasing her adventures with Turkish Airlines74Q1 0-06:48 PM30
42Alita: Battle AngelPromo for "Alita: Battle Angel"72Pre-Kick6:16 PM30
43VerizonAnthony Lynn, coach of the Los Angeles Chargers, speaks on his unfortunate car accident, and applauds the work done by the first responders on his behalf, as Verizon touts being the most reliable network71Q3 3-0 NE8:48 PM60
44PringlesSmart speaker AI gains consciousness, and laments over the many Pringles chip combinations it will never be able to try; 'Funky Town' by Lipps Inc.68Q2 0-07:24 PM30
45YouTube TVYouTube TV promoting its streaming services, and Super Bowl LIII68Post-Game10:20 PM30
46VerizonVerizon discusses how first responders have helped save athletes in near death experiences67Q4 3-39:20 PM30
47Bon & Viv SpikedSeltzerMermaids Bon and Viv give a Shark Tank-esque pitch to actual sharks60Q1 0-06:39 PM30
48Bud LightIn a surprise co-branded spot, the Bud Light Knight is killed jousting while dragons from Game of Thrones swoop down and rain fire on the King of Bud Light and spectators59Q2 0-07:17 PM60
49Wix.comKarlie Kloss demos the ease of use of Wix.com in creating her own personal website58Q3 3-0 NE8:43 PM30
50Bud LightThe Dilly Dilly King tours the Bud Light brewery with his court wizard and knights, mocking Miller Lite and Coors Lite for their use of corn syrup58Q1 0-06:56 PM60
51Amazon AlexaForest Whitaker, Harrison Ford, Ilana Glazer, Abbi Jacobson, Mark Kelly, and Scott Kelly all shown demoing prototype Amazon Alexa products56Q4 9-3 NE9:33 PM90
52Our Planet (Netflix)Promo for Netflix's "Our Planet"53Q3 3-0 NE8:43 PM30
53BublyMichael Bublé disputes the pronunciation of both his name and Bubly, then proceeds to vandalize cans of "Bubly" with his name, "Bublé"53Q3 3-0 NE8:34 PM30
54MicrosoftA little boy gamer with limited mobility explains his love of video games, empowered by the Xbox Adaptive Controller52Q4 3-39:18 PM60
55Arby'sH. Jon Benjamin shows off three of Arby's new sandwiches51Post-Game10:11 PM15
56VerizonVerizon sponsored commercial where Anthony Lynn addresses first responders, and recounts a terrible car accident which nearly claimed his life50Post-Game10:15 PM90
57SkechersHowie Long gets into a Smart branded car, and complains about feeling cramped, explaining why he wears Skechers Wide Fit Shoes49Post-Game10:11 PM15
58Turkish AirlinesSylvia Hoeks stars in Ridley Scott's "The Journey" series of promotions, showcasing her adventures with Turkish Airlines48Post-Game10:16 PM30
59Amazon AlexaHarrison Ford's dog's Amazon Alexa connected dog collar continues to place orders for dog food, as he angrily chases the pooch upstairs, further expressing his frustrations when a pallet of dog food arrives45Post-Game10:11 PM30
60SimpliSafeA man goes through his day as security threats - both on-, and offline - present themselves, but he finds safety in knowing his home is protected by SimpliSafe security45Q1 0-07:12 PM30
61T-MobileA couple texts, and we see a wall of text response to the conversation, as T-Mobile opts to keep it brief, highlighting that they're the best unlimited network in America44Q1 0-07:13 PM30
62TurboTaxMan introduces his invention RoboChild, who aspires to be a TurboTax Live CPA - but his dreams are dashed after he learns that he'll never have human emotions38Q2 3-0 NE7:47 PM45
63Wonder ParkA new animated film from Paramount Pictures, "Wonder Park"37Pre-Kick6:24 PM30
64Pizza HutAn Abraham Lincoln caricature lauds the power of the $5 bill, as he plays video games, with wings and pizza37Pre-Kick6:17 PM15
65ColgateLuke Wilson is a 'close talker' who benefits from using Colgate Total36Q3 3-0 NE8:55 PM30
66Amazon AlexaHarrison Ford's dog's Amazon Alexa connected dog collar continues to place orders for dog food, as he angrily chases the pooch upstairs, further expressing his frustrations when a pallet of dog food arrives32Post-Game10:32 PM30
67SprintFormer 'Verizon Guy', two robots, and Bo Jackson discuss ways to effectively promote Sprint's network31Q2 3-0 NE7:48 PM30
68ADTThe Property Brothers, Jonathan and Drew Scott, explain the benefits of having a home protected by ADT Home Security31Halftime 3-0 NE8:23 PM30
69Pizza HutAn Abraham Lincoln caricature lauds the power of the $5 bill, as he presents his friends with wings and pizza29Pre-Kick6:16 PM15
70OlayA masked intruder breaks into Sarah Michelle Gellar's home, and chases her and a friend, before they all admire her physical transformation using Olay products28Q1 0-06:52 PM30
71Bud LightTrojan Horse occupants talk about how Bud Light is made without corn syrup27Q4 3-39:19 PM15
72McDonald'sKen Jeong and JB Smoove talk bacon and McDonald's new bacon offerings25Pre-Kick6:26 PM30
73PlantersMr. Peanut drives like 'a nut,' passing Charlie Sheen, to get to Alex Rodriguez in time to replace his kale chips with Planters nuts25Q2 3-0 NE7:38 PM30
74WalmartPop culture cars pick up their groceries at Walmart25Pre-Kick6:25 PM60
75PersilSecret agent tours Persil's laboratories, and showcases Persil's ProClean Deep Clean detergent22Q2 3-0 NE7:33 PM15
76Coca-ColaAnimated spot featuring diversity: Coke, is a Coke, is a Coke - different is beautiful21Pre-Kick6:17 PM60
77Avocados from MexicoKristin Chenoweth judges a dog show, where humans compete for prizes, in the form of Avocados From Mexico19Q2 0-07:18 PM30
78ProgressiveProgressive's Flo tours a coworker's home, and meets his family, as he plays guitar and talks about having home and auto insurance18Post-Game10:19 PM30
79ColgateLuke Wilson is a 'close talker' who benefits from using Colgate Total16Post-Game10:31 PM30
80FedExPeople from all walks of life receive packages through FedEx15Post-Game10:19 PM30
81Bud LightAt a medieval barber, Bud Light is touted as not containing corn syrup15Q3 3-39:05 PM15
82Yellow Tail WineSlice of life vignette, showcasing how Yellow Tail wine 'tastes like happy'14Halftime 3-0 NE8:00 PM30
83Alita: Battle AngelPromo for upcoming film "Alita: Battle Angel" from James Cameron & Robert Rodriguez13Post-Game10:21 PM15
84Michelob UltraAthletic robots that are unable to enjoy beer13Q3 3-0 NE8:44 PM30
85State FarmAn accident involving a truck carrying helium gas results in a high-pitched call to State Farm for insurance help9Post-Game10:31 PM30
86Jim BeamHistory of Jim Beam's founding out of prohibition8Halftime 3-0 NE8:25 PM30
87UPSA speed date set on a boat, with a young woman who explains all the things UPS can do - beyond just shipping6Pre-Kick6:09 PM30
88TurboTaxRoboChild, a humanoid android, wakes his human father and longs for a kale salad with chicken and guac (and knows that guac is extra), while quoting #LivingMyBestLife and wondering what love is5Pre-Kick6:08 PM30
89Johnson'sParents and their babies and toddlers are shown laughing and playing, as Johnson's explains improvements to its lines of baby products2Post-Game10:20 PM15
EDO measures the real time impact of television advertising by capturing minute-by-minute changes in searches and other online actions that immediately follow the ad airing.The impact of each ad within the Super Bowl was indexed to the median performing in-game Super Bowl spot (100), so that it is easy to see the relative performance.The data included in this ranker is preliminary, and is subject to slight adjustments based on EDO's final Super Bowl LIII analysis.
Share of Search
(Select Categories)
Which brands generated the most Search Engagement from their ads relative to their peers in the game?
Automotive
Winners: Of all automotive brands to run in the Super Bowl, Toyota garnered the highest percentage of online activity following their ad airings (45% of all Automotive search).
Share of Search in Auto Category
Movies
Winners: Captain Marvel drove the most search activity of all of the movies to air in Super Bowl LIII (33% share of search), with the new Fast and Furious installment and Avengers: Endgame driving solid search engagement as well.
Share of Search in Movies Category
SVOD
Winners: Of all the streaming services to promote their programs in Super Bowl LIII, the big winner was “Hanna” on Amazon, which garnered about half of all search within the SVOD category.
Share of Search in SVOD Category
Beer
Winners: Stella Artois, driven by a well-received spot featuring Sarah Jessica Parker and Jeff Bridges, led the pack in the Beer category, driving a 37% share of search among the beer brands in the game.
Share of Search in Beer Category
Restaurants
Winners: The vintage Andy Warhol Burger King spot was a big winner in the Restaurant category, driving a 61% share of search of all Restaurant brands to run in Super Bowl LIII.
Share of Search in Restaurants Category
Food
Winners: Doritos led the way in the Food category, with a 35% share of search among all ads across this broad group of brands.
Share of Search in Food Category
Wireless
Winners: Mint Mobile proved to generate a lot of interest among Super Bowl viewers, edging out T-Mobile in leading the charge among Wireless advertisers within Super Bowl LII.
Share of Search in Wireless Category
Technology
Winners: The positive message from the Bumble ad drove very strong online engagement (31% share of search in the Tech category), beating out the Google and Amazon Alexa ads in Super Bowl LIII.
Share of Search in Technology Category
Share of search is calculated by taking the total Search Engagement Index for each brand that ran ads in Super Bowl LIII, and dividing it by the sum of the Search Engagement Index values for all brands within each product category.
The Super Bowl is the big game, but brands fight for market share every day. EDO is here to help you get more from your national TV advertising year round.
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