Regardless of who’s playing or how the economy is doing, the Super Bowl remains the pinnacle of TV advertising in the United States. At Super Bowl LIX in Feb. 2025, the average Big Game ad delivered as much engagement as 1,056 ads played during the average primetime program on broadcast or cable, as measured by the ad-driven brand searches and website visits that occurred after airing.
But where did advertisers get the best bang for their Super Bowl buck? Here, we’ll look at the Designated Market Areas (DMAs), demographics, and product categories where viewers were most engaged with Super Bowl LIX ads.
Las Vegas was the most engaged DMA, and Dallas-Fort Worth was the least
When it comes to Super Bowl LIX consumer engagement, three cities stood ahead of the pack: Las Vegas, New York, and Miami.
According to EDO’s 2024-25 NFL TV Outcomes Report of ad-driven consumer responses across the FOX linear broadcast and Tubi’s online stream, Super Bowl LIX viewers in Las Vegas were 31% more likely to engage with the ads than consumers in the average DMA, followed by New York City (+30%) and Miami/Ft. Lauderdale (+24%).
The least engaged DMA? Dallas-Fort Worth, where consumers were 18% less likely to engage with ads than viewers in the average DMA. Detroit (-18%) and Seattle-Tacoma (16% lower) followed close behind. We may not be able to draw a direct correlation, but it’s worth noting that the Detroit Lions devastated their fanbase with a tough loss in the Divisional Round, and neither the Dallas Cowboys nor the Seattle Seahawks made the playoffs.
In addition to varying by DMA, viewer engagement varies considerably by industry. For advertisers, there’s great value in pinpointing the places where consumers are most likely to respond to ads for what they’re selling.
During Super Bowl LIX, New York City viewers were especially engaged with fast food and television. Quick Serve Restaurant ads during the Big Game were 366% more effective when they were shown to viewers in the New York City DMA, and ads for Streaming Platforms were 102% more engaging. Snack commercials were particularly effective in Miami-Ft. Lauderdale, outperforming the category’s Super Bowl average by 239%.
Super Bowl LIX ads drive powerful engagement with young women
Women 18-24 were a winning demographic for Super Bowl advertisers. These viewers were 48% more likely to engage with all Super Bowl ads across convergent TV throughout this year’s game.
Soda ads were particularly effective, with ads shown to women aged 18-34 outperforming the category’s average by 188% This engagement was largely boosted by the success of “Soda Thoughts,” the 60-second spot from Poppi that came in at number nine on our top performing Super Bowl ads (+522% engagement vs. the Super Bowl LIX average). Poppi bubbled to success, recently culminating in a $1.95 billion acquisition by PepsiCo, by targeting this demographic.
Invest in your NFL ad strategy with TV outcomes data
While Super Bowl LIX might feel like just yesterday, the 2025-26 NFL season is right around the corner. If you’re looking to make the most effective investment in the crown jewel of live TV advertising, look no further.
Our free 2024-25 NFL TV Outcomes Report is chock-full of valuable, data-driven insights you can use to maximize your NFL ad performance — from the opening kickoff to the Super Bowl ceremonies. Download it today to see the top NFL advertisers in every category, the ads that drove the greatest engagement, and a treasure trove of Super Bowl ad data.