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.
Share of Search in Select Categories
Which brands generated the most Search Engagement from their ads relative to their peers in the game?
