Super Bowl LVI Creative Analysis
Get a close look at how the most likeable Super Bowl LVI spots performed on brand impact KPIs such as persuasion, brand recognition, purchase intent and emotional resonance.
This report provides marketers with an in-depth analysis of Super Bowl LVI TV and video ad creatives and the notable trends that emerged during the Big Game. Get a close look at how the most likeable Super Bowl LVI spots performed on brand impact KPIs such as persuasion, brand recognition, purchase intent and emotional resonance.
Report highlights include:
- Super Bowl LVI ads reverted to more light-hearted and humorous themes, while heartfelt spots were seen less frequently compared to years past.
- After a dip in 2021, female inclusion in Super Bowl ads picked up in 2022.
- 21 brands made their Super Bowl debut in 2022, but seasoned Big Game advertisers drew from past experience to garner a higher likeability score than “rookies” on average.
- 74% of Super Bowl LVI ads featured at least one celebrity, but those that starred multiple famous faces outperformed single-celebrity spots on average.