Booking.com is no stranger to the Super Bowl. With last year’s ad starring Tina Fey still running, the brand is returning to 2025’s Big Game for the fourth consecutive year. In fact, Booking.com’s 2024 Super Bowl ad generated the brand’s highest purchase intent over the past year. What made this creative so effective in driving positive business outcomes?
While conversions represent completed actions and can provide a snapshot of post-campaign performance, they are influenced by a variety of external factors, including competitor maneuvers, pricing, and changing market conditions.
Purchase intent is the purest early indicator of an ad’s sales potential—but knowing why it resonates is even more powerful. With these insights, advertisers can sharpen their creative strategies and refine messaging to positively influence purchase decisions. iSpot’s Creative Assessment analyzed three years of Booking.com ads to pinpoint the winning creative elements that most influence consumer intent. The Optimal Profile below reveals the features that set high-performing ads apart.
Tina Fey Books Whoever She Wants to Be :30
Purchase Intent Gap to Category Norm: +13 pts (59% Top 2 Box)
The Optimal Profile for Booking.com reveals that Relevance and the Attention-getting ability of the creative are differentiating in driving consumer intent. Likeability of the ads, Information and Change are contributive, but less differentiating.
The 2024 Super Bowl ad over-indexed on the key creative drivers of purchase intent (in fact, on all drivers) and sparked Curiosity in a Funny and Memorable way. Key to success in the Big Game, this :30 overperformed category norms with a wide audience across age/gender and ethnicity.
The ad placed in the higher PI quadrant based on this profile, and in fact, persuaded 59% of all viewers to positive consideration – outpacing the travel services category by +13 points.
For any given brand, making a measurable impact on its unique set of KPIs can deliver higher purchase intent creative—is it Likeability, Attention, Relevance or the level of Information or Change conveyed in the ad? Will Booking.com’s 2025 Big Game ad deliver the same results? Sign up for iSpot’s VIP Ad Center to find out and track creative and audience performance insights for every Super Bowl LIX ad, including pre-releases and teasers.