Who won the advertising Super Bowl? Depends on how we measure it
It’s not just a game. The Super Bowl is the biggest advertising stage of the year, an event where the most prestigious brands invest millions of dollars to capture the attention of the public and leave a lasting mark in pop culture. But which spots really hit the mark? Who has turned a simple ad into a memorable experience, able to create authentic connections with viewers? In a saturated media landscape, emerging is not just a matter of budget, but of ability to emotionally engage the audience.
For this, we analyzed the Super Bowl 2025 ads with an innovative approach, going beyond traditional metrics and using advanced tools to measure the actual emotional impact of the spots. The results are surprising and reveal who has been able to win the challenge and who, despite the investments, has missed the opportunity to shine.
Emotions and Attention: The New Key to Advertising Success
Every year, Super Bowl commercials challenge each other for creativity, humor and showmanship. However, not everyone can hit the mark. Some ads catch attention from the first seconds, while others, despite ambitious productions, struggle to leave a lasting memory. In addition to display numbers, what distinguishes effective advertising is the ability to generate a real impact on the audience, turning a simple message into an engaging experience. But which strategies work best? And what mistakes can compromise even the best creative concept?
The Super Bowl 2025 brands
This year, the Super Bowl saw the participation of some of the most iconic and innovative brands in the world, each with their own vision on how to win the audience. From food & beverage giants, who focused on humor and nostalgia, to technology brands, which tried to surprise with visual effects and artificial intelligence, each spot represented a unique communication experiment. We tested the advertisements of historical brands, already protagonists of previous years, and new players who have tried to break the patterns with bold and unconventional campaigns.
Discover the results: download the full case study.
In our report you will find an in-depth analysis of the most relevant Super Bowl 2025 spots and the strategies that made them memorable (or not). You will find out which brands have been able to catch the emotions of the audience and which, instead, they failed to emerge. If you want to understand new marketing trends and find out how to create more effective campaigns, download the full case study now.
