Every Super Bowl LIX Ad — Ranked
Outcomes matter most, not opinions. See how this year’s Big Game ads stacked up!
You're Connected
12.6x as much engagement as the average Super Bowl LIX 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.
Find your categoryTop Celebrities of Super Bowl LIX
EDO’s annual celebrity ranker charts the big names that engaged viewers during the Big Game.
See the Top CelebsEvery Super Bowl Ad, Ranked by the Metrics that Matter
Opinions don’t matter — outcomes do. We ranked every Super Bowl ad based on how effective the spot was at driving consumer behaviors (such as brand searches) that are proven predictors of future sales. 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 score for each ad is relative to the median-performing Super Bowl ad, which has a score of 100 (ads scoring >100 perform above average and ads scoring <100 perform below average). An ad with an EI score of 1600, e.g., indicates the ad drove 16x as much engagement as the median Super Bowl ad.
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T-Mobile Wireless - You're Connected T-Mobile and Starlink offer consumers free access to satellite-powered wireless phone service through July.7:02 PM • Q1 • 0-0 • 60sNEW PRODUCT1263
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RAM - Drive Your Own Story Glen Powell takes a turn as Goldilocks in an ad touting a trio of Ram Trucks that are “just right.”7:59 PM • Q2 • 0-10 PHL • 60sNEW PRODUCT CELEB848
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Liquid Death - It's Safe for Work Liquid Death encourages viewers to “drink on the job” — its flavored still and sparkling water products, that is.7:45 PM • Q2 • 0-10 PHL • 30sNEW PRODUCT BIG GAME DEBUT804
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Universal Pictures - How to Train Your Dragon Universal Pictures' upcoming fantastical live-action adaptation of How to Train Your Dragon.6:48 PM • Q1 • 0-0 • 30s778
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Hims & Hers - Sick of the System Hims & Hers offers more affordable access to weight-loss drugs, scored to Childish Gambino’s “This Is America.”9:16 PM • Q3 • 0-27 PHL • 60sBIG GAME DEBUT771
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He Gets Us - What is Greatness? He Gets Us returns to the Super Bowl with a photo montage highlighting "what greatness really is."7:44 PM • Q2 • 0-10 PHL • 60s678
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Cirkul - You Got Cirkul Adam Devine’s AI assistant accidentally orders 100,000 Cirkul water bottles — and viewers can win one in a contest.7:11 PM • Q1 • 0-7 PHL • 30sCELEB BIG GAME DEBUT657
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Jeep - Freedom Harrison Ford encourages us to embrace freedom and chart our own path with Jeep's gas, hybrid, and electric autos.9:39 PM • Q4 • 6-40 PHL • 120sCELEB637
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Poppi - Soda Thoughts Poppi makes its pitch to soda drinkers who don’t want a heavy, sugary, or overly caffeinated beverage. Featuring Jake Shane, Alix Earle, and Rob Rausch.9:17 PM • Q3 • 0-27 PHL • 60sWOMEN-LED CELEB552
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Universal Pictures - Jurassic World Rebirth Scarlett Johansson and Mahershala Ali star in Jurassic World Rebirth, the latest in the popular franchise.6:22 PM • Pre-Kick • 0-0 • 60s501
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Marvel Studios - Thunderbolts Marvel’s new Thunderbolts movie, starring Florence Pugh and Sebastian Stan, touts a new online trailer.6:54 PM • Q1 • 0-0 • 30s491
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Michelob Ultra - The Ultra Hustle Michelob Ultra's pickleball ad stars Willem Dafoe, Catherine O’Hara, Sabrina Ionescu, Randy Moss, and Ryan Crouser.7:11 PM • Q1 • 0-7 PHL • 60sCELEB CONTEXTUAL NFL SPONSOR411
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Walt Disney Studios Motion Pictures - Lilo & Sitch Stitch sprints onto the Super Bowl field and crashes a golf cart into a goalpost for the new Lilo & Stitch movie from Walt Disney Pictures.6:36 PM • Pre-Kick • 0-0 • 30s408
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Cirkul - You Got Cirkul Lucky Americans benefit from Adam Devine's mistake of ordering 100,000 Cirkul water bottles.10:24 PM • Post-Game • 22-40 PHL • 30sCELEB SUPER BOWL DEBUT347
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MSC Cruises - Holiday Drew Barrymore and Orlando Bloom enjoy all that MSC Cruises has to offer.6:54 PM • Q1 • 0-0 • 60sCELEB BIG GAME DEBUT341
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Bud Light - Driveway Post Malone, Shane Gillis, and Peyton Manning save a neighbor's boring party with leaf blowers and Bud Light.9:10 PM • Q3 • 0-27 PHL • 60sCELEB CONTEXTUAL NFL SPONSOR331
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Ray-Ban - Hey Meta Chris Pratt and Chris Hemsworth team up in a comedic ad for Ray-Ban and Meta’s AI-powered glasses.7:03 PM • Q1 • 0-0 • 30sNEW PRODUCT AI FOCUS CELEB NFL SPONSOR254
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Dunkin' - The Bean Method Ben and Casey Affleck, Jeremy Strong, Bill Belichick, Druski, Kevin Smith, and Jason Mewes star in a Dunkin’ ad poking fun at rivals with fancier coffee products.6:47 PM • Q1 • 0-0 • 60sNEW PRODUCT CELEB245
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SquareSpace - A Tale as Old as Websites Barry Keoghan rides through ye olde Irish countryside, tossing laptops to confused would-be Squarespace customers.7:21 PM • Q1 • 0-7 PHL • 30sCELEB204
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Starbucks - Monday "A big Sunday calls for Starbucks Monday." The coffee chain is offering a deal for the Monday after the game.10:28 PM • Post-Game • 22-40 PHL • 15s197
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Ritz Crackers - The Saltiest Aubrey Plaza, Michael Shannon, and Bad Bunny rendezvous at the Ritz Salty Club, where smiles are prohibited.7:20 PM • Q1 • 0-7 PHL • 30sWOMEN-LED CELEB BIG GAME DEBUT189
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Paramount Pictures - Mission: Impossible – The Final Reckoning Tom Cruise stars in the latest Mission Impossible installment from Paramount Pictures.6:30 PM • Pre-Kick • 0-0 • 30s188
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Red Bull - Penguins Can Fly A penguin shows his dad how to grow wings in this animated ad for Red Bull.7:20 PM • Q1 • 0-7 PHL • 30s161
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Tubi - Cowboy Head Tubi has a place for everyone, even if your head is shaped like a cowboy hat.9:10 PM • Q3 • 0-27 PHL • 15s156
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Rocket - American Dream A Rocket montage tells the story of homeownership and the American Dream, set to “Take Me Home, Country Roads.”7:39 PM • Q2 • 0-10 PHL • 60s155
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Budweiser - First Delivery A Budweiser Clydesdale in training delivers a keg to a distant bar, set to “Let Your Love Flow” by The Bellamy Brothers.8:01 PM • Q2 • 0-10 PHL • 30s143
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Lay's - The Little Farmer A young girl harvests Lay’s potatoes. Taika Waititi directs, scored to Barry Louis Polisar’s “All I Want is You.”9:04 PM • Q3 • 0-24 PHL • 60sWOMEN-LED NFL SPONSOR133
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Nike - You Can't Win Nike features a who’s who of women’s sports stars in its Super Bowl return, including Caitlin Clark, Sha'Carri Richardson, Sabrina Ionescu, Jordan Chiles, and Sophia Wilson. Featuring a voiceover from Doechii and set to Led Zeppelin’s "Whole Lotta Love."8:08 PM • Q2 • 0-10 PHL • 60sWOMEN-LED CELEB NFL SPONSOR132
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Mountain Dew - Kiss From A Lime Singer Seal turns into a singing seal for Mountain Dew Baja Blast. Directed by Taika Waititi and featuring Becky G.7:23 PM • Q1 • 0-7 PHL • 30sCELEB131
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Ray-Ban - Hey Meta, Who Eats Art? Chris Pratt, Chris Hemsworth, and Kris Jenner team up in a comedic ad for Ray-Ban and Meta’s AI-powered glasses.8:54 PM • Q3 • 0-24 PHL • 30sNEW PRODUCT AI FOCUS CELEB NFL SPONSOR130
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Novartis - What Matters Most Actress and singer Hailee Steinfeld tells viewers to pay attention for a message later in the night from Novartis.6:12 PM • Pre-Kick • 0-0 • 15sWOMEN-LED CELEB BIG GAME DEBUT128
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Universal Pictures - M3GAN 2.0 (Universal Pictures) Universal Pictures' M3GAN 2.0 will slay in theaters soon.9:05 PM • Q3 • 0-24 PHL • 15s127
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Skechers - Gliding Martha Stewart breaks it down with a short dance routine in her new Glide-Step Skechers Slip-Ins.6:31 PM • Pre-Kick • 0-0 • 30sNEW PRODUCT WOMEN-LED CELEB124
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Little Caesars - Whoa! One bite of Little Caesars' Crazy Puffs pizza pockets causes Eugene Levy's famously bushy eyebrows to take flight.6:55 PM • Q1 • 0-0 • 30sNEW PRODUCT CELEB NFL SPONSOR124
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Taco Bell - The Grande Escape Taco Bell is for the fans (sorry, Doja Cat and LeBron James).9:06 PM • Q3 • 0-24 PHL • 30sCELEB123
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HexClad - Alien Pete Davidson stars as an alien alongside celebrity chef Gordon Ramsay in HexClad cookware’s Super Bowl debut.7:46 PM • Q2 • 0-10 PHL • 30sCELEB BIG GAME DEBUT119
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Novartis - What Matters Most Wanda Sykes, Hailee Steinfeld, Novartis, and the American Cancer Society come together to share an important message about breast cancer awareness.8:10 PM • Q2 • 0-10 PHL • 60sWOMEN-LED CELEB BIG GAME DEBUT116
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YouTube TV - Good TV Fandom has its challenges. Don't miss a play with YouTube TV.6:37 PM • Pre-Kick • 0-0 • 60s111
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Nerds - Something Wonderful Shaboozey joins a New Orleans second line led by a giant Nerds Gummy Cluster and sings “What a Wonderful World.”8:55 PM • Q3 • 0-24 PHL • 30sCELEB109
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WeatherTech - Whatever Comes Your Way A quartet of mischievous grannies raise hell for WeatherTech, scored to Steppenwolf’s “Born to be Wild.”7:30 PM • Q1 • 0-7 PHL • 30sWOMEN-LED103
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Doritos - Abduction Aliens wrest a bag of Doritos from a snacker in the winning spot from the brand’s Crash the Super Bowl contest.7:10 PM • Q1 • 0-7 PHL • 30sNFL SPONSOR97
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Bosch - #LikeABosch Antonio Banderas gets fired up using Bosch home appliances and power tools alongside a Randy Savage impersonator.10:09 PM • Q4 • 14-40 PHL • 30sCELEB BIG GAME DEBUT97
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Homes.com - Still Not Saying We're The Best Morgan Freeman, Dan Levy, and Heidi Gardner make the case that Homes.com is the best(.com). Taika Waititi directs.9:05 PM • Q3 • 0-24 PHL • 30sCELEB89
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Tubi - Born to Love Westerns Tubi has a place for everyone, even if your head is shaped like a cowboy hat.8:44 PM • Halftime • 0-24 PHL • 60s89
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Pringles - The Call of The Mustaches Adam Brody runs out of Pringles. Nick Offerman, James Harden, and Andy Reid's mustaches race to the rescue.8:01 PM • Q2 • 0-10 PHL • 30sCELEB82
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Intuit TurboTax - Now Taxes Is So Sweet Issa Rae touts the benefits of doing your taxes with an Intuit TurboTax expert instead of drowning in paper forms.7:30 PM • Q1 • 0-7 PHL • 45sWOMEN-LED CELEB81
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GoDaddy - Act Like You Know Walton Goggins dons multiple personas and uses GoDaddy’s AI-powered Airo software to build a small business website.10:10 PM • Q4 • 14-40 PHL • 30sNEW PRODUCT CELEB AI FOCUS78
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Salesforce - Dining Alfiasco Salesforce reunites True Detective co-stars Matthew McConaughey and Woody Harrelson to highlight its AI.9:29 PM • Q4 • 6-37 PHL • 30sNEW PRODUCT AI FOCUS CELEB77
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Hellmann's - When Sally Met Hellmann's Meg Ryan, Billy Crystal, and Sydney Sweeney star in a Hellmann’s ode to the When Harry Met Sally deli scene.8:00 PM • Q2 • 0-10 PHL • 30sCELEB76
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Stella Artois - David and Dave Stella Artois reunites David Beckham with his long-lost brother, “Other David,” played by Matt Damon.9:50 PM • Q4 • 14-40 PHL • 60sCELEB CONTEXTUAL75
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Coors Light - Mondays Sloths suffer through an Office Space-inspired “case of the Mondays” before being revived by a case of Coors Light.7:24 PM • Q1 • 0-7 PHL • 30s73
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Pizza Hut - I Wouldn't Lie Rob Gronkowski promotes Pizza Hut's Ultimate Hut Bundle — with pizza, wings, and more.6:21 PM • Pre-Kick • 0-0 • 30sCELEB71
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Salesforce - Gate Expectations Matthew McConaughey wishes he had used Salesforce’s AI agent as he rushes to catch a flight. Woody Harrelson co-stars.8:53 PM • Q3 • 0-24 PHL • 30sNEW PRODUCT AI FOCUS CELEB70
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NerdWallet - Genius Beluga Kieran Culkin voices a Beluga whale who rescues a tour boat passenger’s phone and advises him to use NerdWallet.9:09 PM • Q3 • 0-27 PHL • 30sCELEB BIG GAME DEBUT62
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Coca-Cola - We Gonna Be Alright Kenya Barris and Lionel Boyce star in a Coca-Cola ad with an optimistic message about tech progress over the years.6:12 PM • Pre-Kick • 0-0 • 60sCELEB57
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Uber Eats - A Century of Cravings Matthew McConaughey pitches Greta Gerwig a football conspiracy movie for Uber Eats — with cameos from Charli XCX, Martha Stewart, Kevin Bacon, and Sean Evans.7:29 PM • Q1 • 0-7 PHL • 60sCELEB CONTEXTUAL NFL SPONSOR57
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Instacart - We’re Here Kool-Aid Man, Energizer Bunny, and other mascots star in this Instacart spot, scored to Trick Daddy’s “Take It to da House."7:24 PM • Q1 • 0-7 PHL • 30sBIG GAME DEBUT56
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Pfizer - Knock You Out Pfizer vows to knock out cancer with assists from an inspirational story and LL Cool J’s “Mama Said Knock You Out.”6:49 PM • Q1 • 0-0 • 60s55
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Haagen-Dazs - Not so Fast, Not so Furious Fast & Furious stars Vin Diesel and Michelle Rodriguez slow down with a Häagen-Dazs bar — plus a Ludacris cameo.9:09 PM • Q3 • 0-27 PHL • 30sCELEB BIG GAME DEBUT54
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DoorDash - DashPash Math Comedian Nate Bargatze spends lavishly with the savings he earns from DoorDash’s DashPass membership.8:53 PM • Q3 • 0-24 PHL • 30sCELEB52
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Google Pixel - Dream Job Google Pixel 9’s Gemini Live coaches a father on how to talk about his experience as a dad at a job interview.7:38 PM • Q1 • 0-7 PHL • 60sNEW PRODUCT AI FOCUS52
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FanDuel - Kicker Eli Manning celebrates his victory in the FanDuel Kick of Destiny 3. “Sorry Peyton, but the best Manning won.”7:25 PM • Q1 • 0-7 PHL • 30sCELEB CONTEXTUAL49
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ChatGPT - Progress OpenAI promotes ChatGPT in this minimalist, black-and-white Big Game debut.7:50 PM • Q2 • 0-10 PHL • 60sBIG GAME DEBUT AI FOCUS47
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Coffee-Mate - Tongue Party Coffee Mate makes its Big Game debut with a surreal spot for its Cold Foam creamer — and a song from Shania Twain.7:51 PM • Q2 • 0-10 PHL • 30sNEW PRODUCT BIG GAME DEBUT47
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Universal Parks & Resorts - Multiple Adventures in One Universal Orlando touts the unique worlds inside its resort, with the Universal Epic Universe set to open soon.10:24 PM • Post-Game • 22-40 PHL • 30s47
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Duracell - Brady Reboost Tom Brady runs out of power during a broadcast but gets help from the Duracell Scientist, featuring Kevin Burkhardt.7:46 PM • Q2 • 0-10 PHL • 30sCELEB CONTEXTUAL BIG GAME DEBUT43
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Homes.com - This Isn’t an Ad Dan Levy and Heidi Gardner return with Morgan Freeman in this humorous spot for Homes.com.7:03 PM • Q1 • 0-0 • 30sCELEB39
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Tubi - Gen Z Takeover Gen-Z staffers get promoted to the top of an ad agency in the new Tubi original series Z-Suite. Hijinks ensue.9:41 PM • Q4 • 6-40 PHL • 15s37
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Reese's - Lava Reese’s Chocolate Lava Big Cups inspire superfans to lay siege to a national park in search of actual lava.8:26 PM • Halftime • 0-24 PHL • 30sNEW PRODUCT35
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Dove - Keep Her Confident “Born to Run” scores a Dove ad that encourages girls to be confident in their bodies and keep playing sports.9:51 PM • Q4 • 14-40 PHL • 30sWOMEN-LED30
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FanDuel - Kick of Destiny 3 Peyton misses and Eli wins in FanDuel's Kick of Destiny 3.6:32 PM • Pre-Kick • 0-0 • 30sCELEB CONTEXTUAL29
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Foundation to Combat Antisemitism - Hate Tom Brady and Snoop Dogg urge viewers to “stand up to all hate” for The Foundation to Combat Antisemitism.7:25 PM • Q1 • 0-7 PHL • 15sCELEB29
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NYU Langone Health - Huddle Up Victor Cruz and a team of NYU Langone doctors prove why they're the best.8:09 PM • Q2 • 0-10 PHL • 30sCELEB28
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Skechers - Hands Free Slip-ins Kansas City Chiefs coach Andy Reid stars as a male hand model who loves Skechers' Hands Free Slip-ins.10:36 PM • Post-Game • 22-40 PHL • 15sCELEB CONTEXTUAL27
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DraftKings - Super Bowl LIX - Bet $5 Get $200 Instantly Kevin Hart and Jim Mora riff on Mora’s famous “playoffs!?” press conference in a humorous ad for DraftKings.6:11 PM • Pre-Kick • 0-0 • 30sCELEB NFL SPONSOR27
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Foundation to Combat Antisemitism - Hate Tom Brady and Snoop Dogg urge viewers to “stand up to all hate” for The Foundation to Combat Antisemitism.8:54 PM • Q3 • 0-24 PHL • 15sNEW PRODUCT CELEB21
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Taco Bell - $7 Luxe Cravings Box V2 Taco Bell touts the customizable nature of its Luxe Cravings Box meals.10:37 PM • Post-Game • 22-40 PHL • 15s20
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Disney+ - What If? A Disney+ montage imagines a world without its platform’s most iconic characters, from Bart Simpson to Baby Yoda.7:19 PM • Q1 • 0-7 PHL • 30s20
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Intuit TurboTax - Now Taxes Is So Sweet Intuit TurboTax offers a way to get the most money back on your tax returns, on your time.6:31 PM • Pre-Kick • 0-0 • 30sWOMEN-LED17
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VRBO - Host ft Nick Saban Nick Saban stars as a strict vacation rental host — but travelers have VRBO rentals all to themselves.10:23 PM • Post-Game • 22-40 PHL • 30sCELEB CONTEXTUAL16
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Totino's - Chazmo Finally Detroiters' Sam Richardson and Tim Robinson witness the untimely death of Chazmo, an alien who loves Totino’s Pizza Rolls.10:09 PM • Q4 • 14-40 PHL • 30sCELEB BIG GAME DEBUT13
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Booking.com - Getaways for Prima-Donnas and Parents The cast of The Muppets luxuriates in the wide range of vacation options available on Booking.com.9:51 PM • Q4 • 14-40 PHL • 30s13
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Angel Soft - Potty-Tunity Angel Soft delivers a perfectly timed 30-second bathroom break ahead of Kendrick Lamar's halftime show.8:25 PM • Halftime • 0-24 PHL • 30sBIG GAME DEBUT11
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Jordan Brand - Love, Hurts Eagles QB Jalen Hurts proved his doubters wrong, and Jordan Brand has a message for his haters: “Love, Hurts.”10:27 PM • Post-Game • 22-40 PHL • 30sCELEB11
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H&R Block - So Easy to Switch A pair of friends discuss how easy it is to switch to H&R Block.10:37 PM • Post-Game • 22-40 PHL • 15sWOMEN-LED10
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Marvel Studios - Collateral Stains - Bus Stop Tide Oxi Boost helps a family whose clothes have been soiled in a skirmish between Red Hulk and Captain America.10:36 PM • Post-Game • 22-40 PHL • 15s8
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Skyrizi - In the Pictures Skyrizi shows how its Crohn's disease medication can improve quality of life for patients.10:36 PM • Post-Game • 22-40 PHL • 30s7
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Adidas - You Got This Adidas reminds us we all need someone who makes us believe.10:23 PM • Post-Game • 22-40 PHL • 30s6
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Google Pixel - Keep Talking Gemini Google Pixel 9’s Gemini AI assistant solves a range of problems for job hunters, project assemblers, and more.10:28 PM • Post-Game • 22-40 PHL • 15sAI FOCUS6
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Intuit QuickBooks - Start Designing Intuit Quickbooks is your way to money.10:28 PM • Post-Game • 22-40 PHL • 15s2
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Progressive Insurance - Dr. Rick Fireside Progressive can't protect you from becoming your parents.10:27 PM • Post-Game • 22-40 PHL • 30s1
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Progressive Insurance - Backups Jacoby Brissett steps in as a backup to help a couple figure out their taxes in this comedic ad for Progressive.10:22 PM • Post-Game • 22-40 PHL • 30sCELEB1
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Tide - Collateral Stains - Bus Stop Tide Oxi Boost helps a family whose clothes have been soiled in a skirmish between Red Hulk and Captain America.10:36 PM • Post-Game • 22-40 PHL • 15s0
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Cascade - The Problem Isn't Your Machine Get the ultimate clean with Cascade Platinum Plus.6:11 PM • Pre-Kick • 0-0 • 15s0
4 Key Trends of Super Bowl LIX
Practical Tech, Healthy Products, and Women’s Empowerment Take Top Billing for TV Outcomes
Super Bowl LIX may have been a blowout, but brands kept up the entertainment during ad breaks. Whether they were introducing game-changing new technologies, tugging at our heartstrings with inspiring stories, or offering new ways to stay healthy, advertisers left it all on the field to make an impact on our industry’s biggest stage.
The top brands that made their mark with consumers during the Big Game had one thing in common: they drove real interest — and the actions most predictive of future sales. To know what worked during those magic moments, here are the four key trends that won the battle for Super Bowl ad supremacy.
Viewers Choose Practical Tech Over GenAI
Whether they were advertising buzzy new products (like Google Pixel, OpenAI, Salesforce) or merely theorizing about them (Coca-Cola), ads featuring generative AI were less effective than the average Super Bowl ad at delivering consumer engagement. Instead, viewers were captivated by the very tangible offer of free, satellite-powered wireless service powered by Starlink and T-Mobile — and free to try for AT&T and Verizon customers — an exciting partnership that drove greater engagement than any other Super Bowl LIX ad and 1,163% more impact than the average spot.
Health-Curious Ads Drive Massive Engagement
Throughout the night, consumers demonstrated a keen intent to be healthier, whether that meant losing weight with the new GLP-1 drugs offered by Hims and Hers or enjoying low-calorie drink choices from the likes of Poppi and Cirkul. Flavored sparkling and still water brand Liquid Death was the most impactful of the group, which was 704% more effective than the average Super Bowl LIX ad.
Stellantis Claims Auto Spotlight After Rivals Back Out
Ads from auto brands are usually a Super Bowl staple, but they were conspicuously absent this year. With the spotlight all to themselves, Stellantis-owned brands Jeep and RAM triumphed. Both placed ads in our top 10 for TV outcomes, with RAM’s Glen Powell-as-Goldilocks spot generating 748% more engagement than the average Super Bowl ad and Jeep’s Harrison Ford-led ode to freedom outperforming the benchmark by 537%.
Women's Empowerment Inspires Consumers to Act
A number of ads won the Big Game by celebrating women’s empowerment, and consumers were responsive. Nike returned to the Super Bowl for the first time in 27 years with a who’s who of woman athletes and a voice-over from recent Grammy winner Doechii. Lay’s told an inspiring story of a young girl farming potatoes for its chips. And Novartis shed light on the need for greater awareness of breast cancer. All three outperformed the average Super Bowl advertiser, led by the Lay’s ad, which was 33% more effective than the benchmark.
Share of Engagement by Category
Share of Engagement (SoE) is calculated by dividing a brand’s ad-driven consumer engagement during Super Bowl LIX 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.
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Theatrical Films
17%
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Non-Alcoholic Beverages
12%
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Auto
10%
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Technology
9%
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Home & Kitchen
9%
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All Others
43%
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New Balance
20%
-
New Balance
20%
-
New Balance
20%
-
New Balance
20%
-
New Balance
20%
-
New Balance
20%
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Ram
57%
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Jeep
43%
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SquareSpace
37%
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Salesforce
26%
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Homes.com
23%
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GoDaddy
14%
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Lindt
41%
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Reese's
26%
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Nerds
17%
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M&Ms
10%
-
Drumstick
6%
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Doritos
57%
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Pringles
17%
-
Oreo
13%
-
Hellmann's
13%
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Uber Eats
34%
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Instacart
34%
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DoorDash
32%
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New Balance
20%
-
New Balance
20%
-
New Balance
20%
-
New Balance
20%
-
New Balance
20%
-
New Balance
20%
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Cirkul
79%
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HexClad
9%
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Bosch
8%
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Duracell
3%
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Angelsoft
1%
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New Balance
20%
-
New Balance
20%
-
New Balance
20%
-
New Balance
20%
-
New Balance
20%
-
New Balance
20%
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Hims & Hers
71%
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Novartis
23%
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Pfizer
5%
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Skyrizi
1%
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New Balance
20%
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New Balance
20%
-
New Balance
20%
-
New Balance
20%
-
New Balance
20%
-
New Balance
20%
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Ray Ban
56%
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Skechers
22%
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Nike
19%
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Jordan Brand
2%
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Adidas
1%
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Tubi
65%
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YouTube TV
30%
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Disney+
5%
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T-Mobile Wireless
92%
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Google Pixel
4%
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ChatGPT
4%
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How to Train Your Dragon (2025)
31%
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Jurassic World Rebirth
20%
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Thunderbolts
20%
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Lilo & Stitch (2025)
16%
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Mission: Impossible – The Final Reckoning
8%
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M3GAN 2.0
5%
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New Balance
20%
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New Balance
20%
-
New Balance
20%
-
New Balance
20%
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-
New Balance
20%
-
New Balance
20%
-
New Balance
20%
-
New Balance
20%
-
New Balance
20%
-
New Balance
20%
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