The top Super Bowl 2025 ads released before and during the game

Final week, Avinash Kaushik mentioned, “The easiest way to make a Tremendous Bowl advert efficient is thru ‘spike and maintain’ advertising and marketing.” 

He additionally defined that releasing teasers, adverts, and prolonged variations earlier than the Massive Recreation is a part of the “maintain” technique, constructing momentum forward of the “spike” in viewership. 

Tremendous Bowl LIX drew 113 million viewers, in line with Nielsen.

Many manufacturers embraced this technique, unveiling their commercials early to construct buzz and maximize publicity. 

By noon Sunday, greater than 40 adverts had already been launched, and several other organizations had analyzed these aired earlier than Feb. 9.

Pre-game Tremendous Bowl adverts that made an influence

For instance, iSpot.tv recognized “Budweiser | Tremendous Bowl LIX ‘First Supply’” because the early winner primarily based on client surveys. 

A younger Clydesdale foal, keen to affix the Budweiser supply staff, is advised he’s too younger. Whereas the opposite horses depart, a keg falls off the wagon unnoticed. 

The foal, decided to show himself, embarks on a protracted journey, pushing the keg by means of varied obstacles. 

He efficiently delivers the keg to the bar, interrupting a “horse walks right into a bar” joke and impressing the driving force who had dismissed him earlier. 

The foal is rewarded with recognition and a way of accomplishment.

“Somebody | It Takes All of Us SB LIX,” which options gamers mentoring children, was essentially the most emotionally resonant and attention-grabbing Tremendous Bowl advert launched earlier than the Massive Recreation, in line with DAIVID. 

It evoked intense optimistic feelings in over half of viewers, notably emotions of heat, inspiration, and delight, all considerably larger than the U.S. common. 

The advert additionally held viewers’ consideration higher than common adverts, each in the beginning and the top.

And Sprout Social‘s social media evaluation confirmed sturdy efficiency for “A Century of Cravings | Uber Eats.” 

Their profitable celebrity-filled commercial options Matthew McConaughey, Charli XCX, and Martha Stewart and cleverly incorporates the stadium’s identify right into a joke about Stewart’s Caesar salad.

The very best Tremendous Bowl adverts launched through the Massive Recreation

A few of the roughly 80 Tremendous Bowl spots price a report $8 million for 30 seconds this yr, per the Associated Press. 

The granddaddy of ranking TV commercials through the Massive Recreation, “Budweiser | Tremendous Bowl LIX ‘First Supply’” ranked no. 1 with a rating of three.56 out of 5, in line with USA At present’s Advert Meter. (Kudos to iSpot.television for selecting this winner forward of time.)

In second spot was “LAY’S | The Little Farmer | :60,” with a rating of three.55. Because the video’s description says, “One little potato. One huge dream.”

In third place was “The ULTRA Hustle | Tremendous Bowl LIX | Michelob ULTRA” with a rating of three.52. 

Because the advert’s description declares, “You possibly can’t out-hustle a hustler. Willem Dafoe, Catherine O’Hara, Sabrina Ionescu, Randy Moss, and Ryan Crouser.”

In fourth place was “Stella Artois | David & Dave: The Different David” with a rating of three.51. 

So, David Beckham goes to fulfill his long-lost twin, performed by Matt Damon. 

What have they got in widespread? “A love for Stella? Fancy footwork?” 

Ranked fifth with a rating of three.49 was “Any individual | It Takes All of Us SB LIX.” Congrats to DAIVID for selecting this winner forward of time.

It’s additionally price noting that “A Century of Cravings | Uber Eats” completed no. 8 within the USA At present Advert Meter rankings. Sprout Social’s evaluation of social media was within the ballpark.

Different metrics for evaluating Tremendous Bowl adverts

There are different methods to measure the highest adverts launched throughout Tremendous Bowl 2025.

For instance, DAIVID used its AI-powered platform to investigate 65 Tremendous Bowl adverts aired Sunday night time, predicting their emotional influence and effectiveness. 

Their AI fashions mix facial coding, eye monitoring, survey information, laptop imaginative and prescient, and even listening APIs.

“Any individual | It Takes All of Us SB LIX” was not solely essentially the most emotionally participating advert of the 40+ spots launched earlier than the Massive Recreation, nevertheless it additionally generated essentially the most intense optimistic feelings of the 65 adverts proven throughout Sunday’s Tremendous Bowl broadcast. 

The advert attracted the very best consideration ranges of any spot proven.

In second place was “Jeep | Massive Recreation | Harrison Ford x Jeep | Proprietor’s Handbook.” 

Because the video’s description acknowledges:

• “Life doesn’t include an proprietor’s handbook – it’s important to write your individual. And nobody is aware of this higher than Harrison Ford.” 

The advert attracted an intense optimistic emotional response from 54.2% of viewers, in line with DAIVID.

In third was “What’s Greatness?” from He Get Us.

The video’s description asks:

• “Is being nice, as our society defines it, actually that nice? Or is greatness fairly the other of what we predict it’s? On this video, we discover how Jesus redefined true greatness and what it would imply for us. All of us.” 

And 53.3% of individuals had intense optimistic emotional responses.

“Personal the Dream | Rocket” ranked fourth. The video’s description clearly states:

• “Everybody deserves their shot on the American Dream.” 

This generated intense optimistic emotional responses with 52.6% of individuals.

In fifth place was “Pfizer | Massive Recreation Business 2025 | Knock Out.” 

Because the video’s description explains, “Pfizer is preventing for 8 most cancers breakthroughs by 2030.” This triggered intense optimistic emotional responses from 52.3% of individuals.

It’s additionally price noting that “LAY’S | The Little Farmer | :60” ranked no. 8 and “Budweiser | Tremendous Bowl LIX ‘First Supply’” ranked no. 10 in DAIVID’s listing of High 10 Most Emotionally Partaking Tremendous Bowl 2025 adverts. 

Totally different methodologies can nonetheless yield related outcomes.

Nonetheless, DAIVID’s post-game evaluation yielded considerably totally different insights than USA At present’s. 

Tremendous Bowl 2025 adverts had been the least efficient in 5 years, per DAIVID’s Artistic Effectiveness Rating. 

The common advert scored 6.2 out of 10, the bottom since 2020, producing much less consideration and optimistic emotion than earlier years. 

Whereas many advertisers aimed for humor, severe and purpose-driven adverts dominated the highest 10, with the NFL’s “Any individual” advert being essentially the most emotionally participating.

Ian Forrester, DAIVID’s CEO and founder, noticed:

“With the overwhelming majority of Tremendous Bowl advertisers making an attempt to make us snigger this yr, it’s fascinating that manufacturers that stepped away from the standard Tremendous Bowl superstar/humor trope have attracted essentially the most positivity. It exhibits simply how laborious it’s to cut-through when so many are attempting the identical strategy. With total effectiveness additionally down, perhaps it’s time manufacturers tried one thing totally different to get folks’s consideration on recreation day.”

What’s subsequent: Insights past the Massive Recreation

Within the coming days, digital entrepreneurs can anticipate extra rankings from Kantar, System1, and different organizations analyzing the influence of Massive Recreation adverts on each efficiency and branding. 

These insights matter as a result of metrics like Model Life and Engaged-View Key Occasions can function KPIs for “spike and maintain” campaigns past the Tremendous Bowl – whether or not for back-to-school season, Thanksgiving, or a serious product launch.