Super Bowl LIV Ad Rankings
February 2, 2020
Ad Rankings
EDO scored every ad airing within Super Bowl LIV and ranked them based on the incremental Search Engagement each generated. Search Engagement is EDO’s proprietary measure of the increase in online search activity for a brand or product in the minutes immediately following a TV ad airing. EDO also measured the Search Engagement for every celebrity that appeared in a non-entertainment ad.
At A Glance
Winners: Automotive won the game overall, taking four of the top ten spots for most engaging 2020 Super Bowl ads. Genesis particularly scored big with its first-ever big game ad for the new GV80 SUV featuring Chrissy Teigen and John Legend driving over 25x the Search Engagement of the average Super Bowl LIV spot. The new electric Hummer EV also performed extremely well, as its ad starring LeBron James generated over 19x the Search Engagement of the average Super Bowl LIV spot.
Trends: Diversity had a break-out game this year, with over 40% of non-trailer ads featuring a female, minority, or LGBTQ+ lead. Greater representation is a win for everyone! This year’s ads were also heavy on celebrity appearances (featuring as many as 15 in a single spot!) and humor, trending towards upbeat and fun rather than serious.
Unexpected Standouts: Hard Rock Hotel and Casino’s heist-themed spot starring Jennifer Lopez broke the top 10 and drove almost 5x the Search Engagement of the average Super Bowl LIV spot. Doritos’ Wild West-themed spot was the only other non-auto or movie ad to make the top 10. This Super Bowl also featured political ads for the Trump and Bloomberg campaigns, which were effectively tied within 1% of each other at 15th and 16th places respectively.
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Complete Ranking
All ads aired during Super Bowl LIV ranked by Search Engagement Index (SEI), with the median performing in-game Super Bowl spot indexed to 100 in order to easily compare the relative impact of each ad on online search activity. The data included in this ranker is preliminary, and is subject to slight adjustments based on EDO's final Super Bowl LIV analysis.
Search Engagement Index
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Share of Search in Select Categories
Which brands generated the most Search Engagement from their Super Bowl LIV ads relative to their category peers?
Winner: Genesis outperformed its peers and earned 38% of all search triggered by Super Bowl LIV automotive ads.
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Contact us for Share of Search charts for any of the following categories: Alcohol, Autos, Beverages, Financial Services, Food, Insurance, Movies, Restaurants, SVOD, Tech.
Which Ad Won Your Category?
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Winner: Viewers were excited about Fast & Furious 9, which earned 29.5% of all search generated by Super Bowl LIV movie trailers.