EDO on CNBC: Kevin Krim Breaks Down Super Bowl LIX Ads on Squawk Box

EDO CEO Kevin Krim made his triumphant return to CNBC’s Squawk Box this Monday morning to discuss what did and didn’t work in Super Bowl advertising.

This year, we saw massive engagement with the ground-breaking new tech partnership between Starlink and T-Mobile, while ads for buzzier generative AI products floundered.

You can watch the video here, or check out a quick summary of what we learned from the Big Game below.

-Viewers choose practical tech over GenAI. Starlink and T-Mobile’s announced a new partnership to offer viewers free access to satellite-powered wireless service — and they were ready to let AT&T and Verizon customers try it for free. The ad drove staggering 12.6x more engagement than the average Super Bowl LIX spot

- Health-curious brands score big. Top performers include low-calorie beverage brands Liquid Death, Poppi, and Cirkul, as well as a Hims & Hers ad touting affordable access to GLP-1 weight-loss drugs.

- Dunkin’ and Starbucks get viewers to perk up. While Dunkin’ and Starbucks took different approaches — Dunkin’ with a star-studded comedy spot and Starbucks with a free coffee offer — both brands generated strong results during this year’s Super Bowl.