57 ads shown*
45 unique brands
$5.6M price per 30-second ad
$300K price of a digital ad
*Number of ads shown excludes unpaid spots from CBS and NFL
(Source: Kantar)
Viewership for the game was down 15% from last year.
32 million households tuned in this year, down from 37.6 million in 2020. (Source: Samba TV)
Viewership of Super Bowl ads on YouTube during the game rose over 70% from last year. (Source: YouTube)
75% of in-game ads were for paying brands
25% were house ads promoting ViacomCBS-owned shows (Source: MediaRadar)
The first half of the Super Bowl was weighted with more ads, covering 56% of the game’s total ad run. (Source: MediaRadar)
Freshman advertisers:
The most common category of ads were from financial service firms, a mix of insurance and tax prep help. There were 12 spots in the category, making up 14% of the total paid ads.
These four categories contributed 50% of all spots in Super Bowl LV: financial, media and entertainment, technology and food. (Source: MediaRadar)
Winning brands by sales on Amazon
Estimated % growth in market share of their category based on sales on Amazon during game time compared to January average.
| Company | growth | Category |
|---|---|---|
| Dr. Squatch | 200% | Beauty |
| Scott’s Miracle-Gro | 106% | Lawn and patio |
| Doritos 3D Crunch | 103% | Grocery |
| Mtn Dew Major Melon | 100% | Grocery |
| Tide | 91% | Home and household |
(Source: Profitero)
Ad sentiment
Top 5 ads from USA Today Ad Meter (by sentiment)
| Brand & ad | Avg. rating | |
|---|---|---|
| 1 | Rocket Mortgage: “Certain Is Better — Tracy Morgan, Dave Bautista & Liza Koshy” | 7.38 |
| 2 | Rocket Mortgage: “Certain Is Better — Tracy Morgan & Joey Bosa” | 7.30 |
| 3 | Amazon: “Alexa’s Body” | 6.75 |
| 4 | M&M’s: “Come Together” | 6.73 |
| 5 | Toyota: “Upstream” | 6.71 |
Rocket Mortgage’s “Certain Is Better – Tracy Morgan, Dave Bautista & Liza Koshy”
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Worst 5 ads from USA Today Ad Meter (by sentiment)
| Brand & ad | Avg. rating | |
|---|---|---|
| 1 | Oatly: “Wow Wow No Cow” | 4.0 |
| 2 | Robinhood: “We Are All Investors” | 4.3 |
| 3 | Mercari: “Get Your Unused Things Back in the Game” | 4.5 |
| 4 | Skechers: “Tony Romo for Skechers Max Cushioning” | 4.7 |
| 5 | Klarna: “Klarna Presents: The Four Quarter-Sized Cowboys” | 4.7 |
Social media
4M mentions of Super Bowl itself (as of Monday 9 a.m. ET)
7.5M mentions for all things Super Bowl (ads, pregame poet and related programming)
State Farm (49K) and Jeep (47K) continue to be the most discussed ads of the night. Cheetos and Doritos are in a dead heat for third and fourth most talked about ads (20K).(Source: Talkwalker)
Ads that drove the most online engagement
| Brand / Ad | |
|---|---|
| 1 | Dexcom |
| 2 | Inspiration4 |
| 3 | Jeep |
| 4 | Cadillac Lyriq |
| 5 | The Falcon and the Winter Soldier (Marvel series on Disney+) |
| 6 | Dr. Squatch |
| 7 | Paramount+ (featuring Patrick Stewart) |
| 8 | Mountain Dew Major Melon |
| 9 | Bud Light |
| 10 | Old (M. Night Shyamalan film) |
(Source: EDO, Inc.)
Top brands mentioned on Twitter during the Super Bowl
| Brand | Mentions | % of all brand mentions | |
|---|---|---|---|
| 1 | Mountain Dew | 318,000 | 35% |
| 2 | Pepsi | 243,000 | 27% |
| 3 | State Farm | 42,000 | 5% |
| 4 | T-Mobile | 39,000 | 4% |
| 5 | Jeep | 27,000 | 3% |
| 6 | Doritos | 21,600 | 2.38% |
| 7 | Cheetos | 21,200 | 2.33% |
| 8 | Michelob Ultra | 18,600 | 2% |
| 9 | Uber Eats | 18,300 | 2% |
| 10 | Bud Light | 18,000 | <2% |
(Source: Brandwatch)