Super Bowl 2020 Final Report

When the dust settled on Super Bowl LIV, the Kansas City Chiefs were crowned championship over the San Francisco 49ers, by a score of 31-20. But beyond the action on the field, there was plenty off of it as well in the form of commercials. Following the big game, we assembled a report examining this year’s Super Bowl ad insights, year-over-year trends, top industries and notable spots.

According to our always-on TV ad measurement and attribution platform, 55 advertisers generated $476 million in ad revenue for Fox. In total, there were 60 national ad spots, plus 25 promos — resulting in 59.9 minutes of national ad time. Game day spots also generated 1.06 million social interactions a social reach of 8.2 billion.

Auto ads won the game, with 28% of digital share of voice related to the industry’s Super Bowl spots from brands like Jeep, GMC, Hyundai and others. With its “Groundhog Day”-themed ad, Jeep owned digital share of voice at over 14%, followed by Facebook (7.7%), GMC (6.3%), Disney+ (5.3%) and Google (3.7%).