EDO scored every ad airing within Super Bowl LIII, and ranked them based on incremental Search Engagement generated, EDO’s proprietary ad performance metric. EDO also measured the Search Engagement for every celebrity that appeared in a non-entertainment ad.
Winners: With a Search Engagement Index of 2,580, the top performing ad in Super Bowl LIII was the “Wizard” spot for the relaunched Toyota Supra, generating more than 25x as much online activity as the median Super Bowl ad in the minutes after the spot aired. Automotive-related ads secured 5 of the top 6 spots on this year’s ranker.
New to the Super Bowl: As a new Super Bowl advertiser, Bumble used a strong message of female empowerment, courtesy of Serena Williams, to finish in the Top 10 of all Super Bowl spots with a Search Engagement Index of 442, or 4.4x the median.
Unexpected Standouts: One of the big surprises in Super Bowl LIII was the WeatherTech CupFone spot, which drove more than 8x as much online activity as the the median Super Bowl ad in the minutes after the spot aired (801 Search Engagement Index).
AD RANKINGS