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Every Super Bowl LX Ad — Ranked

Outcomes matter most, not opinions. See how this year’s Big Game ads stacked up!
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ai.com - Introducing ai.com :30

9.1x as much engagement as the average Super Bowl LX ad airing.

The Winning Brands in Every Category

From Automotive to Travel, see which advertisers generated the greatest share of ad-driven Super Bowl engagement in each category.

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The EDO Super Bowl Celebrity Ranker

Super Bowl LX was a star-studded affair, but some celebrities generated more engagement than others.

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Every Super Bowl Ad, Ranked by the Metrics that Matter
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Opinions don’t matter — outcomes do. We ranked every Super Bowl ad based on how effective the spot was at driving consumer behaviors that are proven predictors of future sales, such as brand searches, website visits, and app downloads. Now, marketers can see which ads really delivered the results that will move their businesses forward.

Here’s how we did it: EDO’s Engagement Index (EI) score is based on the TV-driven engagement for the advertised brand or product that occurs immediately after airing. The EI for each ad is relative to the median-performing Super Bowl ad, which has a score of 100 (ads scoring >100 performed above average and ads scoring <100 performed below average). An EI score of 342 indicates that the brand’s ad had 342% as much engagement as the median spot during Super Bowl LX.
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Engagement Index
Engagement Index (EI) measures the relative impact of each Super Bowl LIX ad airing. EI is indexed so that the EI for the median-performing in-game Super Bowl LIX ad airing is 100.
  1. ai.com - Introducing ai.com :30 ai.com, a new AI platform founded by Crypto.com founder and CEO Kris Marszalek, is on the horizon.
    9:55 PM • Q4 • 22-7 SEA • 30s
    AI FOCUS BIG GAME DEBUT
    910 EI
  2. Universal Pictures - Minions & Monsters :30 Illumination teases its latest Minions adventure, "Minions & Monsters."
    7:18 PM • Q1 • 3-0 SEA • 30s
    NEW PRODUCT
    909 EI
  3. Lay's - The Lay’s Challenge :30 Lay's promises free chips for the first 100,000 fans who scan its QR code.
    9:29 PM • Q4 • 19-0 SEA • 30s
    707 EI
  4. Netflix - Untitled Film Teaser :60 Brad Pitt and Timothy Olyphant star in an untitled Netflix film teaser — later revealed to be "The Adventures of Cliff Booth".
    7:07 PM • Q1 • 3-0 SEA • 60s
    NEEDLE DROP CELEB NEW PRODUCT
    569 EI
  5. Dunkin' - Good Will Dunkin' :60 Tom Brady, Ben Affleck, and a slew of 90s sitcom stars (including Jennifer Aniston) shine in “Good Will Dunkin’.”
    7:59 PM • Q2 • 6-0 SEA • 60s
    WTF HUMOR CELEB
    497 EI
  6. Universal Pictures - Disclosure Day :60 Emily Blunt, Josh O'Connor, and Colin Firth star in “Disclosure Day,” directed by Steven Spielberg.
    6:37 PM • Pre-Kick • 0-0 • 60s
    NEW PRODUCT
    475 EI
  7. Cadillac - The Mission Begins :30 "The mission begins." Cadillac unveils the new car for its debut season in Formula 1.
    9:37 PM • Q4 • 19-7 SEA • 30s
    NEW PRODUCT
    429 EI
  8. Budweiser - American Icons :60 Set to Lynyrd Skynyrd's "Free Bird," a bald eagle spreads its wings after befriending a Budweiser Clydesdale.
    9:08 PM • Q3 • 12-0 SEA • 60s
    NEEDLE DROP
    406 EI
  9. Invest America - Investing :30 Advocacy group Invest America promotes a new policy aiming to give each American child an investment account.
    6:30 PM • Pre-Kick • 0-0 • 30s
    COMMUNITY NEW PRODUCT
    399 EI
  10. Wegovy - A New Way :90 Kenan Thompson, DJ Khaled, and other celebs spread the word that Novo Nordisk's Wegovy is now available as a pill.
    9:53 PM • Q4 • 22-7 SEA • 90s
    HEALTH WTF HUMOR CELEB
    374 EI
  11. Paramount Pictures - Scream 7 :30 Fear hits home. Paramount's Scream 7 comes to theaters Feb. 27.
    6:29 PM • Pre-Kick • 0-0 • 30s
    NEW PRODUCT
    281 EI
  12. Claude - Can I Get a Six Pack Quickly? :30 Can't afford a personal trainer? Anthropic calls out OpenAI. Claude has you covered, ad-free.
    7:09 PM • Q1 • 3-0 SEA • 30s
    AI FOCUS NEEDLE DROP WTF HUMOR BIG GAME DEBUT
    280 EI
  13. Claude - How Can I Better Communicate With My Mom? :60 Claude skewers ChatGPT with a therapist who “cures” her patient’s mommy issues with an online dating ad.
    6:12 PM • Pre-Kick • 0-0 • 60s
    AI FOCUS NEEDLE DROP WOMEN-LED WTF HUMOR BIG GAME DEBUT
    279 EI
  14. Salesforce - Vault :30 Salesforce and MrBeast promote Slackbot AI by sending viewers on a $1 million scavenger hunt for a hidden code.
    9:30 PM • Q4 • 19-0 SEA • 30s
    AI FOCUS CELEB
    271 EI
  15. Levi's - Behind :30 Levi’s spotlights the backsides of Doechii, Questlove, Rosé, and SGA. Set to James Brown's "Get Up Offa That Thing."
    7:34 PM • Q2 • 6-0 SEA • 30s
    NEEDLE DROP CELEB
    262 EI
  16. Genspark - Take the Monday After the Super Bowl Off :30 AI platform Genspark works so you don't have to.
    9:37 PM • Q4 • 19-7 SEA • 30s
    AI FOCUS CELEB BIG GAME DEBUT
    255 EI
  17. T-Mobile - Tell Me Why (T-Mobile's Version) :60 The Backstreet Boys, Druski, and MGK star for T-Mobile, set to a parody of "I Want It That Way."
    7:27 PM • Q2 • 6-0 SEA • 60s
    NEEDLE DROP CELEB
    254 EI
  18. Peacock - The Burbs :30 Keke Palmer stars in Peacock's new series, "The Burbs."
    9:22 PM • Q3 • 12-0 SEA • 30s
    241 EI
  19. Hims & Hers - Rich People Live Longer :60 According to Hims & Hers, you don’t have to be rich to access top-notch healthcare.
    10:17 PM • Q4 • 29-13 SEA • 60s
    HEALTH WOMEN-LED CELEB
    225 EI
  20. Meta - Athletic Intelligence Is Here ft. Marshawn Lynch :30 Marshawn Lynch, iShowSpeed, Sky Brown, and Kate Courtney show off their Oakley Meta AI glasses in a high-octane ad.
    7:17 PM • Q1 • 3-0 SEA • 30s
    AI FOCUS CONTEXTUAL NEEDLE DROP CELEB
    224 EI
  21. Liquid Death - Stop Exploding :30 Liquid Death guarantees that its new energy drinks won't make your head explode.
    7:08 PM • Q1 • 3-0 SEA • 30s
    WTF HUMOR
    222 EI
  22. Universal Parks & Resorts - Lil Bro :60 A boy chafes at being the little brother in a sibling rivalry - until a ride at Universal Orlando turns the tables.
    7:56 PM • Q2 • 6-0 SEA • 60s
    COMMUNITY CONTEXTUAL
    214 EI
  23. Boehringer Ingelheim - Mission - Detect the SOS :30 Octavia Spencer and Sofía Vergara urge viewers to get tested for kidney damage, on behalf of Boehringer Ingelheim.
    8:33 PM • Halftime • 9-0 SEA • 30s
    WOMEN-LED CELEB BIG GAME DEBUT
    213 EI
  24. OpenAI Codex - You Can Just Build Things :60 OpenAI spreads the word that "you can just build things" with its Codex coding agent.
    7:03 PM • Q1 • 3-0 SEA • 60s
    AI FOCUS
    187 EI
  25. Toyota - Superhero Belt :30 From the car seat to the driver’s seat, a boy’s life comes full circle in Toyota’s heartfelt Big Game ad.
    8:15 PM • Halftime • 9-0 SEA • 30s
    COMMUNITY
    186 EI
  26. Pringles - Pringleleo :30 Sabrina Carpenter builds her dream man out of Pringles.
    9:06 PM • Q3 • 12-0 SEA • 30s
    HEALTH WOMEN-LED WTF HUMOR CELEB
    185 EI
  27. State Farm - Stop Livin' on a Prayer :60 Danny McBride and Keegan-Michael Key urge Hailee Steinfeld to stop "Livin' On A Prayer" and get State Farm instead.
    6:46 PM • Q1 • 3-0 SEA • 60s
    NEEDLE DROP WTF HUMOR CELEB
    174 EI
  28. Oakley - Athletic Intelligence Is Here ft. Marshawn Lynch :30 Marshawn Lynch, iShowSpeed, Sky Brown, and Kate Courtney show off their Oakley Meta AI glasses in a high-octane ad.
    7:17 PM • Q1 • 3-0 SEA • 30s
    AI FOCUS CONTEXTUAL NEEDLE DROP CELEB
    165 EI
  29. Base44 - It's App to You :30 With AI coding platform Base44, you can build an app for almost anything.
    9:55 PM • Q4 • 22-7 SEA • 30s
    AI FOCUS WOMEN-LED BIG GAME DEBUT NEW PRODUCT
    161 EI
  30. YouTube TV - Meh :30 Jason and Kylie Kelce "don't settle for meh" - that's why they use YouTube TV.
    6:39 PM • Pre-Kick • 0-0 • 30s
    CONTEXTUAL WTF HUMOR CELEB
    148 EI
  31. Redfin - America Needs Neighbors Like You :60 Neighbors come together after a storm in this ad for Redfin and Rocket Mortgage, scored to a Lady Gaga cover of a Mr. Rogers song.
    7:33 PM • Q2 • 6-0 SEA • 60s
    COMMUNITY NEEDLE DROP WOMEN-LED CELEB BIG GAME DEBUT
    131 EI
  32. Universal Pictures - The Super Mario Galaxy Movie :15 Toad and Yoshi star in a teaser for "The Super Mario Galaxy Movie," coming soon from Universal Pictures.
    7:35 PM • Q2 • 6-0 SEA • 15s
    NEW PRODUCT
    130 EI
  33. Xfinity - Jurassic Park... Works :60 Xfinity helps Jurassic Park’s servers get back online in an ad featuring Jeff Goldblum, Sam Neill, and Laura Dern.
    9:11 PM • Q3 • 12-0 SEA • 60s
    NEEDLE DROP BIG GAME DEBUT CELEB
    125 EI
  34. Lay's - Last Harvest :60 Lay's spotlights its potato farmers in the sentimental story of a father handing his daughter the keys to the farm.
    7:16 PM • Q1 • 3-0 SEA • 60s
    COMMUNITY NEEDLE DROP WOMEN-LED
    121 EI
  35. Volkswagen - The Great Invitation - Drivers Wanted :30 Volkswagen asks viewers to grab life by the steering wheel. Drivers wanted.
    9:02 PM • Q3 • 12-0 SEA • 30s
    COMMUNITY NEEDLE DROP
    120 EI
  36. Michelob Ultra - The ULTRA Instructor :60 Kurt Russell hits the slopes for Michelob Ultra, featuring Winter Olympian Chloe Kim and ex-hockey star T.J. Oshie.
    6:57 PM • Q1 • 3-0 SEA • 60s
    NEEDLE DROP CELEB NEW PRODUCT
    116 EI
  37. Genspark - Take the Monday After the Super Bowl Off :30 AI platform Genspark works so you don't have to.
    8:34 PM • Halftime • 9-0 SEA • 30s
    AI FOCUS CELEB BIG GAME DEBUT
    115 EI
  38. Meta - Athletic Intelligence Is Here ft. Spike Lee :30 Spike Lee joins a star-studded cast in Part 2 of a joint Super Bowl promotion for Oakley Meta AI glasses.
    8:35 PM • Halftime • 9-0 SEA • 30s
    AI FOCUS CONTEXTUAL CELEB
    111 EI
  39. MAHA Council - Eat Real Food :30 Mike Tyson asks Americans to reject processed foods in an ad for advocacy group MAHA Center.
    8:34 PM • Halftime • 9-0 SEA • 30s
    HEALTH CELEB
    111 EI
  40. He Gets Us - Is There More to Life Than More? :60 He Gets Us skewers materialism and overconsumption, asking viewers to choose Jesus instead.
    10:16 PM • Q4 • 29-13 SEA • 60s
    106 EI
  41. Instacart - Bananas :30 Ben Stiller tries to mimic disco partner Benson Boone’s signature backflip for Instacart. The result is … bananas.
    6:56 PM • Q1 • 3-0 SEA • 30s
    WTF HUMOR CELEB
    105 EI
  42. Ring - Be a Hero in Your Neighborhood :30 Ring showcases how its outdoor cameras use AI to track down lost pets.
    9:07 PM • Q3 • 12-0 SEA • 30s
    AI FOCUS COMMUNITY NEW PRODUCT
    105 EI
  43. Walt Disney Studios Motion Pictures - The Mandalorian and Grogu :30 Baby Yoda takes center stage in a trailer for "The Mandalorian and Grogu," the latest Star Wars film from Disney.
    6:56 PM • Q1 • 3-0 SEA • 30s
    NEW PRODUCT
    104 EI
  44. Nerds - Taste Buds :30 Andy Cohen gives the Nerds mascot a makeover to promote the brand's new Juicy Gummy Clusters.
    7:41 PM • Q2 • 6-0 SEA • 30s
    WTF HUMOR CELEB
    96 EI
  45. Pepsi - The Choice :30 A polar bear spirals after realizing they prefer Pepsi Zero Sugar to Coke Zero - a new friend makes things better.
    7:28 PM • Q2 • 6-0 SEA • 30s
    WTF HUMOR
    88 EI
  46. Amazon - Chris Hemsworth Thinks Alexa+ Is Scary Good :60 Amazon Alexa+ alleviates Chris Hemsworth's AI fears by booking him a massage. Elsa Pataky co-stars.
    9:28 PM • Q4 • 19-0 SEA • 60s
    AI FOCUS WTF HUMOR CELEB
    85 EI
  47. Coinbase - Everybody :60 The Backstreet Boys' "Everybody" plays on a karaoke screen because crypto is for everybody, according to Coinbase.
    8:00 PM • Q2 • 6-0 SEA • 60s
    NEEDLE DROP WTF HUMOR CELEB
    84 EI
  48. Toyota - Where Dreams Began :30 Toyota inspires Puka Nacua, Bubba Wallace, and Paralympian Oksana Masters with a visit from their younger selves.
    6:47 PM • Q1 • 3-0 SEA • 30s
    COMMUNITY CONTEXTUAL WOMEN-LED CELEB
    82 EI
  49. Google Gemini - New Home :60 A mother and her young son imagine their new home as they prepare for a move, with help from Google's Gemini AI.
    8:54 PM • Q3 • 12-0 SEA • 60s
    AI FOCUS NEEDLE DROP
    81 EI
  50. Slack - Vault :30 Salesforce and MrBeast promote Slackbot AI by sending viewers on a $1 million scavenger hunt for a hidden code.
    9:30 PM • Q4 • 19-0 SEA • 30s
    AI FOCUS CELEB
    80 EI
  51. NBC - The Fall and Rise of Reggie Dinkins :30 "The Fall and Rise of Reggie Dinkins" is coming to NBC, starring Tracy Morgan and Daniel Radcliffe.
    8:11 PM • Q2 • 9-0 SEA • 30s
    74 EI
  52. Peacock - Wicked: For Good :15 "Wicked: For Good" comes to Peacock on March 20.
    9:02 PM • Q3 • 12-0 SEA • 15s
    74 EI
  53. State Farm - Stop Livin' on a Prayer :60 Danny McBride and Keegan-Michael Key urge Hailee Steinfeld to stop "Livin' On A Prayer" and get State Farm instead.
    10:36 PM • Postgame • 29-13 SEA • 60s
    NEEDLE DROP WTF HUMOR CELEB
    63 EI
  54. Peacock - Traitors :15 "There's no 'I' in team...but there is in 'Traitors.'" New episodes Thursday on NBC.
    10:18 PM • Q4 • 29-13 SEA • 15s
    62 EI
  55. Kinder - Yes Bueno 2026 :30 There’s never a bad time to enjoy a Kinder Bueno, even if you’re hurtling through space.
    8:01 PM • Q2 • 6-0 SEA • 30s
    WTF HUMOR BIG GAME DEBUT CELEB
    61 EI
  56. Squarespace - Unavailable :30 Emma Stone goes stark mad after someone else nabs emmastone.com. Directed by Yorgos Lanthimos for Squarespace.
    7:17 PM • Q1 • 3-0 SEA • 30s
    WOMEN-LED WTF HUMOR CELEB
    61 EI
  57. Wix (Web Design) - The New Way To Create :30 Wix touts Wix Harmony, an AI feature that can bring your dream website to life.
    7:02 PM • Q1 • 3-0 SEA • 30s
    AI FOCUS HEALTH NEEDLE DROP WOMEN-LED
    60 EI
  58. Bosch - Just A Guy :30 Bosch appliances transform a regular, everyday guy into A Guy - Fieri, that is.
    7:43 PM • Q2 • 6-0 SEA • 30s
    WTF HUMOR CELEB
    60 EI
  59. Oakley - Athletic Intelligence Is Here ft. Spike Lee :30 Spike Lee joins a star-studded cast in Part 2 of a joint Super Bowl promotion for Oakley Meta AI glasses.
    8:35 PM • Halftime • 9-0 SEA • 30s
    AI FOCUS CONTEXTUAL CELEB
    57 EI
  60. Svedka - Shake Your Bots Off :30 Svedka's Fembot mascot goes clubbing in the first Super Bowl ad primarily generated by AI.
    8:33 PM • Halftime • 9-0 SEA • 30s
    AI FOCUS NEEDLE DROP
    57 EI
  61. Uber Eats - Hungry for the Truth :60 Matthew McConaughey and Parker Posey pester Bradley Cooper about their "Football is Food" conspiracy for Uber Eats.
    7:42 PM • Q2 • 6-0 SEA • 60s
    CONTEXTUAL CELEB
    56 EI
  62. Ramp - Multiply What's Possible :30 America’s favorite TV accountant, Brian Baumgartner of "The Office," uses Ramp to prepare for a finance meeting.
    6:21 PM • Pre-Kick • 0-0 • 30s
    AI FOCUS WTF HUMOR CELEB NEW PRODUCT
    47 EI
  63. Dove - The Game Is Ours :30 Dove triples down on its commitment to boosting girls’ confidence and joy in its third consecutive Super Bowl ad.
    7:34 PM • Q2 • 6-0 SEA • 30s
    COMMUNITY HEALTH WOMEN-LED
    44 EI
  64. GrubHub - The Feest :30 George Clooney announces GrubHub will eat the fees on restaurant orders over $50 - directed by Yorgos Lanthimos.
    9:13 PM • Q3 • 12-0 SEA • 30s
    WTF HUMOR BIG GAME DEBUT CELEB
    42 EI
  65. Bud Light - Keg :30 Peyton Manning, Shane Gillis, and Post Malone help a wedding party chase a tumbling Bud Light keg.
    8:16 PM • Halftime • 9-0 SEA • 30s
    CONTEXTUAL NEEDLE DROP WTF HUMOR CELEB
    42 EI
  66. Intuit TurboTax - The Expert: Rain :45 TurboTax makes taxes drama-free, much to the chagrin of its drama-loving spokesperson, Adrien Brody.
    7:54 PM • Q2 • 6-0 SEA • 45s
    WTF HUMOR CELEB
    41 EI
  67. Rocket Mortgage - America Needs Neighbors Like You :60 Neighbors come together after a storm in this ad for Redfin and Rocket Mortgage, scored to a Lady Gaga cover of a Mr. Rogers song.
    7:33 PM • Q2 • 6-0 SEA • 60s
    COMMUNITY NEEDLE DROP WOMEN-LED CELEB BIG GAME DEBUT
    40 EI
  68. Red Bull - Charlie :30 A cartoon dog drinks a Red Bull and uses the energy to ditch his owner and spend time with his crush.
    9:38 PM • Q4 • 19-7 SEA • 30s
    39 EI
  69. Skechers - Sofía Vergara Kicks Off Big Game in Skechers :15 Sofía Vergara ditches her old shoes for a pair of Skechers.
    6:30 PM • Pre-Kick • 0-0 • 15s
    WOMEN-LED CELEB
    39 EI
  70. Walt Disney Studios Motion Pictures - Hoppers :30 Lifelike robotic forest animals gain human consciousness in “Hoppers,” the latest animated feature from Pixar.
    6:20 PM • Pre-Kick • 0-0 • 30s
    NEW PRODUCT
    34 EI
  71. Metro Goldwyn Mayer Pictures (MGM) - Project Hail Mary :30 Ryan Gosling must save the planet in Amazon MGM Studios’ "Project Hail Mary," out March 20.
    7:55 PM • Q2 • 6-0 SEA • 30s
    CELEB
    33 EI
  72. Walmart - Thought You Knew :30 Walmart promotes its fast delivery during the Big Game.
    10:35 PM • Postgame • 29-13 SEA • 30s
    CELEB
    30 EI
  73. Manscaped - Hair Ballad :30 Anthropomorphic piles of hair sing a ballad to their owners in Manscaped’s Big Game debut.
    6:21 PM • Pre-Kick • 0-0 • 30s
    WTF HUMOR BIG GAME DEBUT NEW PRODUCT
    30 EI
  74. Homes.com - Can't Live There :30 Jeff Goldblum and Heidi Gardner list the very few places you can’t find a home on Homes.com and Apartments.com.
    7:01 PM • Q1 • 3-0 SEA • 30s
    WTF HUMOR CELEB
    27 EI
  75. Nike - We Run It Now :30 Nike recruits Seattle Seahawks legend Marshawn Lynch for a post-game spot following the team's win.
    10:30 PM • Postgame • 29-13 SEA • 30s
    CONTEXTUAL CELEB
    27 EI
  76. Novartis - Relax Your Tight End :60 Novartis says prostate cancer screenings don’t have to be tense - just ask Rob Gronkowski and the NFL's tight ends.
    8:55 PM • Q3 • 12-0 SEA • 60s
    CONTEXTUAL HEALTH NEEDLE DROP WTF HUMOR CELEB
    21 EI
  77. Ro (Weight Control) - Healthier On Ro :30 Serena Williams continues to destigmatize GLP-1s in Ro’s Big Game debut.
    7:02 PM • Q1 • 3-0 SEA • 30s
    HEALTH WOMEN-LED BIG GAME DEBUT CELEB NEW PRODUCT
    21 EI
  78. Pokémon - What’s Your Favorite? - #Pokemon30 :60 Lady Gaga, Trevor Noah, Jisoo, and other stars share their favorite Pokémon for the game's 30th anniversary.
    9:00 PM • Q3 • 12-0 SEA • 60s
    WTF HUMOR BIG GAME DEBUT CELEB
    21 EI
  79. Zepbound - Watch This :60 "Watch this." Zepbound promises to help viewers lose weight - and keep it off.
    6:11 PM • Pre-Kick • 0-0 • 60s
    HEALTH WOMEN-LED BIG GAME DEBUT
    20 EI
  80. American Express - Nothing Like Platinum: Traveling :30 American Express shows off the perks it offers at high-end hotels, from complimentary breakfasts to late checkouts.
    10:45 PM • Postgame • 29-13 SEA • 30s
    19 EI
  81. Liquid I.V. - Take a Look :30 Singing toilets make Liquid I.V.’s message loud and “clear”: if your pee is yellow, you need to hydrate.
    7:51 PM • Q2 • 6-0 SEA • 30s
    HEALTH NEEDLE DROP WTF HUMOR BIG GAME DEBUT CELEB NEW PRODUCT
    18 EI
  82. Microsoft - Simplify Data with Copilot in Excel :30 An NFL coaching staff uses Microsoft Copilot to evaluate potential players.
    7:50 PM • Q2 • 6-0 SEA • 30s
    AI FOCUS CONTEXTUAL CELEB
    18 EI
  83. Ritz Crackers - RITZ Island :30 Bowen Yang and Jon Hamm are salty about missing out on a RITZ party. Scarlett Johansson was invited, of course.
    9:12 PM • Q3 • 12-0 SEA • 30s
    WTF HUMOR CELEB
    17 EI
  84. Apartments.com - Can't Live There :30 Jeff Goldblum and Heidi Gardner list the very few places you can’t find a home on Homes.com and Apartments.com.
    7:01 PM • Q1 • 3-0 SEA • 30s
    WTF HUMOR CELEB
    17 EI
  85. FanDuel - Toast :30 Luis Guzmán leads a toast to the past NFL season as FanDuel offers daily boosts for the Big Game.
    6:22 PM • Pre-Kick • 0-0 • 30s
    COMMUNITY CONTEXTUAL CELEB
    17 EI
  86. Fanatics - Bet on Kendall :30 Kendall Jenner wins big from betting against her athlete exes in this comedic spot for Fanatics Sportsbook.
    8:15 PM • Halftime • 9-0 SEA • 30s
    CONTEXTUAL WOMEN-LED BIG GAME DEBUT CELEB NEW PRODUCT
    17 EI
  87. Poppi - Vibes :30 “I think it’s just a vibes thing.” Rachel Sennott and Charli xcx turn a classroom into a night club for Poppi.
    9:01 PM • Q3 • 12-0 SEA • 30s
    WOMEN-LED WTF HUMOR CELEB
    15 EI
  88. DraftKings - Bet $5 and Get $300 V2 :30 DraftKings breaks down the Super Bowl matchup one last time before kickoff.
    6:38 PM • Pre-Kick • 0-0 • 30s
    CONTEXTUAL CELEB
    15 EI
  89. Hellmann's - Longform :30 Andy Samberg spoofs Neil Diamond’s “Sweet Caroline," singing as "Meal Diamond" in an ode to Hellmann's mayonnaise.
    9:38 PM • Q4 • 19-7 SEA • 30s
    COMMUNITY NEEDLE DROP WTF HUMOR CELEB
    14 EI
  90. WeatherTech - TaDa :30 A family optimizes car space for a road trip with WeatherTech's new hitch and roof baskets.
    7:28 PM • Q2 • 6-0 SEA • 30s
    WOMEN-LED
    13 EI
  91. Foundation to Combat Antisemitism - Sticky Note :30 Blue Square Alliance tells the story of a teen experiencing antisemitism - and the classmate who stands with him.
    7:51 PM • Q2 • 6-0 SEA • 30s
    COMMUNITY BIG GAME DEBUT
    12 EI
  92. DraftKings - Bet $5 and Get $300 V1 :30 DraftKings offers a deal to bet $5 and get $300 in bonus bets when you sign up.
    6:31 PM • Pre-Kick • 0-0 • 30s
    CONTEXTUAL
    10 EI
  93. McDonald's - The Horizontal Breakfast :15 According to McDonald's, its breakfast can help you recover after a big night.
    10:36 PM • Postgame • 29-13 SEA • 15s
    CELEB
    9 EI
  94. DraftKings - Live-ish :30 Michael Che and Colin Jost advertise DraftKings’ “live” betting options with an ad that’s clearly not.
    6:47 PM • Q1 • 3-0 SEA • 30s
    CONTEXTUAL CELEB
    8 EI
  95. Peacock - Peacock :30 Peacock and Universal highlight awe-inspiring titles like "Wicked: For Good."
    8:38 PM • Halftime • 9-0 SEA • 30s
    6 EI
  96. Intuit TurboTax - The Expert: Method :15 Adrien Brody encourages befuddled TurboTax employees to try method acting in Part 1 of the tax brand’s Bowl story.
    6:30 PM • Pre-Kick • 0-0 • 15s
    WTF HUMOR CELEB
    5 EI
  97. Expedia - Going Places With Ken :30 Barbie's boyfriend Ken saves big on his dream vacation with Expedia.
    10:30 PM • Postgame • 29-13 SEA • 30s
    5 EI
  98. Carnival Cruise Line - Find Your Fun Again :15 A family finds its fun on a Carnival cruise.
    10:35 PM • Postgame • 29-13 SEA • 15s
    CELEB
    4 EI
Trneds

4 Key Trends of Super Bowl LIX

The AI Super Bowl — And 3 Other Trends That Defined SB LX

Super Bowl LX didn’t have a touchdown for its first 3 quarters, but there were plenty of fireworks during the ad breaks. AI brands competed fiercely for skyrocketing consumer interest, pharma advertisers made their mark, and millennial icons lit up our screens and smiles throughout the night.

Here are the 4 key trends that pushed the biggest Super Bowl winners over the goal line:

AI Brands Battle for a Highly Engaged Audience

There were more 2026 Super Bowl ads for AI platforms (7) than traditional beer and auto ads combined (6) — and all but one of those ads generated more consumer engagement than the median spot at this year’s game. ai.com nabbed the crown as this year’s most effective advertiser in any category, generating 9.1x as much impact as the median Super Bowl LX ad. Claude, Genspark, and OpenAI’s Codex all finished above the median, as well.

Pharma Brands Go Big — But Results Are Mixed

Pharma brands were all over Super Bowl LX, but not all of them ran up the score. GLP-1 Wegovy by Novo Nordisk was the category’s big winner, generating 3.7x as much engagement as the median ad at the game. Hims & Hers (2.2x) and Boehringer Ingelheim (2.1x) also had big nights in a category that’s become increasingly prominent at the Big Game in recent years.

Sorry Millennials, You’re Old Now

Move over Boomers, 90s kids are now the new targets of Super Bowl nostalgia. Dunkin’ employed a cavalcade of Millennials’ favorite stars — including Ben Affleck, Jennifer Aniston, and Jason Alexander — to generate 5x as much engagement as the median Super Bowl LX ad. T-Mobile scored big with a musical number from the Backstreet Boys (2.5x) and Xfinity induced fond memories and strong results (1.3x) by reuniting the cast of “Jurassic Park.” 

Snack Brands Replace Health Drinks in Grocery Store Winner’s Aisle

Healthy drinks were all the rage back in 2025, but 2026 was the year of the snack brand. Lay’s came 3rd overall with an offer of free chips that generated 7.1x as much engagement as the median ad at Super Bowl LX, joined in the winner’s aisle by another Lay’s spot highlighting its potato farmers (1.2x) and a Pringles ad in which Sabrina Carpenter built her perfect man out of chips (1.8x). Healthy soft drink brand Liquid Death bucked the trend with another powerful Big Game performance (2.2x).

Share of Engagement by Category

Share of Engagement (SoE) is calculated by dividing a brand’s ad-driven consumer engagement during Super Bowl LX by the total engagement generated by brands in its category. As a result, it enables us to see how Big Game advertisers stack up against their competitors.

All Categories

  1. AI Services

    22%

  2. Theatrical Movie

    20%

  3. CPG Snacks & Candy

    12%

  4. Pharma

    9%

  5. Auto

    8%

  6. All Others

    29%

  1. ai.com

    43%

  2. Claude

    26%

  3. Genspark

    17%

  4. Codex

    9%

  5. Gemini

    4%

  6. Microsoft

    1%

  1. Budweiser

    65%

  2. Michelob Ultra

    19%

  3. Svedka

    9%

  4. Bud Light

    7%

  1. Cadillac

    52%

  2. Toyota

    33%

  3. Volkswagen

    15%

  1. Levi's

    48%

  2. Oakley

    40%

  3. Skechers

    7%

  4. Nike

    5%

  1. Meta

    60%

  2. Base44

    29%

  3. Wix (Web Design)

    11%

  1. Lay's

    70%

  2. Pringles

    16%

  3. Nerds

    8%

  4. Kinder

    5%

  5. Ritz Crackers

    1%

  1. Pepsi

    55%

  2. Red Bull

    24%

  3. Liquid I.V.

    12%

  4. Poppi

    9%

  1. Salesforce

    66%

  2. Slack

    19%

  3. SquareSpace

    15%

  1. Wegovy

    43%

  2. Hims & Hers

    26%

  3. Boehringer Ingelheim

    24%

  4. Novartis

    3%

  5. Ro (Weight Control)

    2%

  6. Zepbound

    2%

  1. Redfin

    61%

  2. Rocket Mortgage

    19%

  3. Homes.com

    12%

  4. Apartments.com

    8%

  1. DraftKings

    50%

  2. FanDuel

    25%

  3. Fanatics

    25%

  1. Minions & Monsters

    46%

  2. Disclosure Day

    24%

  3. Scream 7

    14%

  4. The Super Mario Galaxy Movie

    7%

  5. The Mandalorian and Grogu

    5%

  6. All Others

    4%

  1. Universal Parks & Resorts

    96%

  2. Expedia

    2%

  3. Carnival Cruise Line

    2%

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