Final week, Avinash Kaushik stated, “One of the simplest ways to make a Tremendous Bowl advert efficient is thru ‘spike and maintain’ advertising.”
He additionally defined that releasing teasers, advertisements, and prolonged variations earlier than the Large Recreation is a part of the “maintain” technique, constructing momentum forward of the “spike” in viewership.
Tremendous Bowl LIX drew 113 million viewers, in keeping with Nielsen.
Many manufacturers embraced this technique, unveiling their commercials early to construct buzz and maximize publicity.
By noon Sunday, greater than 40 advertisements had already been launched, and a number of other organizations had analyzed these aired earlier than Feb. 9.
Pre-game Tremendous Bowl advertisements that made an impression
For instance, iSpot.television recognized “Budweiser | Tremendous Bowl LIX ‘First Supply’” because the early winner based mostly on shopper surveys.
A younger Clydesdale foal, keen to hitch the Budweiser supply workforce, is informed he’s too younger. Whereas the opposite horses depart, a keg falls off the wagon unnoticed.
The foal, decided to show himself, embarks on a protracted journey, pushing the keg by varied obstacles.
He efficiently delivers the keg to the bar, interrupting a “horse walks right into a bar” joke and impressing the motive force who had dismissed him earlier.
The foal is rewarded with recognition and a way of accomplishment.
“Any person | It Takes All of Us SB LIX,” which options gamers mentoring youngsters, was probably the most emotionally resonant and attention-grabbing Tremendous Bowl advert launched earlier than the Large Recreation, in keeping with DAIVID.
It evoked intense optimistic feelings in over half of viewers, notably emotions of heat, inspiration, and pleasure, all considerably larger than the U.S. common.
The advert additionally held viewers’ consideration higher than common advertisements, each at the start and the tip.
And Sprout Social‘s social media evaluation confirmed sturdy efficiency for “A Century of Cravings | Uber Eats.”
Their profitable celebrity-filled commercial options Matthew McConaughey, Charli XCX, and Martha Stewart and cleverly incorporates the stadium’s title right into a joke about Stewart’s Caesar salad.
The perfect Tremendous Bowl advertisements launched throughout the Large Recreation
Among the roughly 80 Tremendous Bowl spots price a report $8 million for 30 seconds this yr, per the Related Press.
The granddaddy of ranking TV commercials throughout the Large Recreation, “Budweiser | Tremendous Bowl LIX ‘First Supply’” ranked no. 1 with a rating of three.56 out of 5, in keeping with USA Right this moment’s Advert Meter. (Kudos to iSpot.television for selecting this winner forward of time.)
In second spot was “LAY’S | The Little Farmer | :60,” with a rating of three.55. Because the video’s description says, “One little potato. One large dream.”
In third place was “The ULTRA Hustle | Tremendous Bowl LIX | Michelob ULTRA” with a rating of three.52.
Because the advert’s description declares, “You’ll be able to’t out-hustle a hustler. Willem Dafoe, Catherine O’Hara, Sabrina Ionescu, Randy Moss, and Ryan Crouser.”
In fourth place was “Stella Artois | David & Dave: The Different David” with a rating of three.51.
So, David Beckham goes to satisfy his long-lost twin, performed by Matt Damon.
What have they got in frequent? “A love for Stella? Fancy footwork?”
Ranked fifth with a rating of three.49 was “Any person | It Takes All of Us SB LIX.” Congrats to DAIVID for selecting this winner forward of time.
It’s additionally value noting that “A Century of Cravings | Uber Eats” completed no. 8 within the USA Right this moment Advert Meter rankings. Sprout Social’s evaluation of social media was within the ballpark.
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Various metrics for evaluating Tremendous Bowl advertisements
There are different methods to measure the highest advertisements launched throughout Tremendous Bowl 2025.
For instance, DAIVID used its AI-powered platform to investigate 65 Tremendous Bowl advertisements aired Sunday night time, predicting their emotional impression and effectiveness.
Their AI fashions mix facial coding, eye monitoring, survey information, pc imaginative and prescient, and even listening APIs.
“Any person | It Takes All of Us SB LIX” was not solely probably the most emotionally partaking advert of the 40+ spots launched earlier than the Large Recreation, nevertheless it additionally generated probably the most intense optimistic feelings of the 65 advertisements proven throughout Sunday’s Tremendous Bowl broadcast.
The advert attracted the best consideration ranges of any spot proven.
In second place was “Jeep | Large Recreation | Harrison Ford x Jeep | Proprietor’s Handbook.”
Because the video’s description acknowledges:
- “Life doesn’t include an proprietor’s handbook – you must write your individual. And nobody is aware of this higher than Harrison Ford.”
The advert attracted an intense optimistic emotional response from 54.2% of viewers, in keeping with DAIVID.
In third was “What’s Greatness?” from He Get Us.
The video’s description asks:
- “Is being nice, as our society defines it, actually that nice? Or is greatness fairly the other of what we predict it’s? On this video, we discover how Jesus redefined true greatness and what it’d imply for us. All of us.”
And 53.3% of individuals had intense optimistic emotional responses.
“Personal the Dream | Rocket” ranked fourth. The video’s description clearly states:
- “Everybody deserves their shot on the American Dream.”
This generated intense optimistic emotional responses with 52.6% of individuals.
In fifth place was “Pfizer | Large Recreation Business 2025 | Knock Out.”
Because the video’s description explains, “Pfizer is preventing for 8 most cancers breakthroughs by 2030.” This triggered intense optimistic emotional responses from 52.3% of individuals.
It’s additionally value noting that “LAY’S | The Little Farmer | :60” ranked no. 8 and “Budweiser | Tremendous Bowl LIX ‘First Supply’” ranked no. 10 in DAIVID’s checklist of Prime 10 Most Emotionally Partaking Tremendous Bowl 2025 advertisements.
Completely different methodologies can nonetheless yield related outcomes.
Nonetheless, DAIVID’s post-game evaluation yielded considerably completely different insights than USA Right this moment’s.
Tremendous Bowl 2025 advertisements had been the least efficient in 5 years, per DAIVID’s Artistic Effectiveness Rating.
The common advert scored 6.2 out of 10, the bottom since 2020, producing much less consideration and optimistic emotion than earlier years.
Whereas many advertisers aimed for humor, critical and purpose-driven advertisements dominated the highest 10, with the NFL’s “Any person” advert being probably the most emotionally partaking.
Ian Forrester, DAIVID’s CEO and founder, noticed:
“With the overwhelming majority of Tremendous Bowl advertisers making an attempt to make us snicker this yr, it’s attention-grabbing that manufacturers that stepped away from the standard Tremendous Bowl superstar/humor trope have attracted probably the most positivity. It exhibits simply how onerous it’s to cut-through when so many are attempting the identical method. With total effectiveness additionally down, perhaps it’s time manufacturers tried one thing completely different to get individuals’s consideration on recreation day.”
What’s subsequent: Insights past the Large Recreation
Within the coming days, digital entrepreneurs can count on extra rankings from Kantar, System1, and different organizations analyzing the impression of Large Recreation advertisements on each efficiency and branding.
These insights matter as a result of metrics like Model Life and Engaged-View Key Occasions can function KPIs for “spike and maintain” campaigns past the Tremendous Bowl – whether or not for back-to-school season, Thanksgiving, or a serious product launch.
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