Super Bowl LVIII Ad Rankings

See how this year’s Big Game ads stacked up! 

See how this year’s Super Bowl LVIII ads stacked up! EDO, the TV outcomes company, is once again the first to rank every Super Bowl ad airing nationally in this year's Big Game — based on how each ad actually increased consumer engagement for the advertised brand immediately after airing. You can click on any ad to watch (or share) it. 

These rankings reveal which ads are most predictive of actual business sales growth, using real-time, consumer engagement data that is proven to predict business outcomes across categories. 

How we rank the ads: Each Super Bowl ad performance is indexed to the median-performing in-game spot, such that the median airing is scored at 100. Co-branded airings are scored twice to capture the ad’s impact on each advertising brand. Data in this report is preliminary and subject to slight adjustments based on EDO’s final Super Bowl analysis.

*Network promos and promotional sweepstakes not included in ranker. Full results are available on Ad EnGage.

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Don’t forget to check out EDO’s ranking of all celebrities featured in non-entertainment spots.

Super Bowl LVIII: New soft drinks, foreign auto brands, and lots of nostalgia 

Super Bowl LVIII is only the second Big Game ever to go to overtime, and the competition was just as thrilling between the ad breaks. This year, brands reunited our favorite TV casts, tugged at our heartstrings with inspiring stories, and introduced new products with style that only the Super Bowl can bring.

And all of them sought to drive the consumer behavioral actions that are most predictive of future sales — those magic, Super moments when awareness turns to genuine consideration. 

Here are the five key trends that played out in the battle for Super Bowl ad effectiveness supremacy:

Foreign auto brands step into the void left by Detroit: The “big three” U.S. automakers sat out this year’s Super Bowl, but international competitors were happy to step up. All four auto advertisers at this year’s game drove more engagement than the median Super Bowl ad, led by Volkswagen’s nostalgia-fueled triumph that generated 1,594% more engagement than the median spot.

Temu proves the critics wrong with stellar ad engagement: Online retailer Temu ran the same, jingle-powered animated ad repeatedly throughout the game. While many critics panned the spot — which appeared six times from pre-kick through post-game — four of Temu’s airings placed in the game’s top 16 most effective spots. Its most impactful airing finished fifth in EDO’s rankings, generating 1,343% more engagement than the median Super Bowl ad.

Soft drink brands pop with new entrants at the Big Game: New and revived soda brands were oh-so-refreshing during a tense championship game. The health-conscious, prebiotic soft drink Poppi was the standout as the evening’s fourth most engaging ad, and Pepsi’s lemon-lime challenger brand Starry and Mountain Dew’s revived Baja Blast brand each generated more than twice as much engagement as the median Super Bowl ad.

Alcohol ads all but dry up after a heavy investment a year ago: AB InBev’s exclusive rights to the Super Bowl ended at last year’s game, and nine beer and liquor brands took the field in the new era of open play. Just four brands took the plunge this year — AB InBev’s Michelob Ultra, Bud Light, and Budweiser, and Molson Coors’ Coors Light. Budweiser led the pack by driving 96% more engagement than the median by bringing back the Clydesdales.

Nostalgia-driven TV reunions celebrate our streaming faves: Streaming is the new syndication, and brands played to our penchant for binging reruns by reuniting cast members from shows like 30 Rock (, Scrubs (T-Mobile), Friends (Uber Eats), and Suits (e.l.f. and T-Mobile). Mountain Dew Baja Blast scored big by bringing together Aubrey Plaza and Nick Offerman from Parks & Recreation, generating 196% more engagement than the median Super Bowl ad.

Super Bowl Ad Ranking

Engagement Index

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