Super Bowl Ad Center/2025

Glossary Of Terms

Likeability Score

Measures the extent to which Creative Assessment survey respondents like an ad. Scores range from 1-950 and are compared to a norm of the last five Super Bowls, the average of which is 641.

Top Emotion

We measure 57 emotional reactions to an ad derived from hundreds of Creative Assessment survey respondent verbatim comments. The Top Emotion represents the reaction with the strongest signal and is at minimum stronger than 75% of all ads for that specific emotion.

Brand Recognition

Measures the strength of a brand's and/or product's presence in the creative. Equals the percent of survey respondents that accurately identified a brand (unaided) after watching an ad. A difference of +/-3% is statistically significant.The norm is 74% taking in account the last 5 Super Bowls.

Best Thing

Creative Assessment survey respondents are asked to choose their favorite aspect about the ad. Options include: Characters, Visual Scenes, Music, Brand, Product Itself, Deal or Offer, Message, and None.

Est. TV Spend

Est. TV Spend is calculated by multiplying the impressions by the cost per 1,000 viewers (CPM) divided by 1,000. It provides a foundation for an apples-to-apples comparison across all media units and advertisers.