How To Win the Super Bowl
Find out which brands celebrated success at Super Bowl LIX
Join us for an in-depth analysis of the ads which aired during the biggest game – and the most anticipated advertising event – of the year.
Which ads captured the public’s hearts? Did advertisers score big with exceptional brand-building strategies? How did brand recognition evolve? Did humor steal the show? Our Super Bowl ad tracker helps answer all these questions and more during this webinar, plus reveals the top 10 ads of the event.
Diving Deep Into the Biggest Game Ads of the Year
Even if you didn’t air a Super Bowl commercial this year, don’t stay on the sidelines. Insights from our Super Bowl ad tracker can help every marketer enhance their approach to long-term brand building, no matter the occasion. So, MVPs of marketing, huddle up to learn how to captivate audiences.
This exclusive webinar was hosted by Jon Evans, Chief Customer Offi cer at System1 and host of the Uncensored CMO podcast, Vanessa Chin, SVP of Marketing at System1, Jennifer Baldwin, Head of Strategy at BBH USA, and Tass Tsitsopoulos, Global Strategy Director, McDonald’s at Wieden + Kennedy NY.
DOWNLOAD THE REPORT
How to Win the Super Bowl
We’ve tested every game-night ad from 2020-2025, using our Super Bowl ad tracker – System1’s globally validated Test Your Ad tool.
That’s 425 Super Bowl ads tested over 6 years with 63,750 US respondents.
We benchmark these against our global effectiveness database of 175,000+ ads to understand the trends in long and short-term creative effectiveness.
And then we crown the winning ads.
This Playbook dives into it all, fi lled with our top creative effectiveness tips that marketers can apply during the game and beyond.
What Makes a Super Bowl Ad a Winner?
Every Super Bowl commercial fi ghts for one thing: attention. But not all big game ads win over viewers and deliver real brand-building impact. So, what separates the icons from the also-rans?
Our Super Bowl ad tracker reveals key ingredients for game-winning commercials:
- – Emotional impact: ads that make people feel something – whether it’s laughter, nostalgia, or inspiration – are the ones that stick.
- – Memorable branding: if fans love your spot but don’t remember your brand, you’ve fumbled. The best Super Bowl ads seamlessly weave in branding without feeling forced.
- – Long-term effectiveness: Super Bowl commercials that score big beyond game day – by boosting brand recognition and driving business results – are the real champions.
From celebrity-packed comedy to heartfelt storytelling, the Super Bowl ad tracker – powered by Test Your Ad – breaks down what worked, what didn’t, and how brands can create more effective marketing.
Beyond the Big Game: What We Learn
No Super Bowl commercial this year? No problem. The Super Bowl ad tracker isn’t just for brands that made a game-time appearance – it’s for anyone looking to elevate their advertising strategy.
– Why humor wins over audiences
– and how to use it in your next campaign.
– What role celebrities play in big-budget ads (and when a cameo is worth the cost).
– How to measure ad success beyond views and media buzz.
– Which creative strategies drive real business impact
– during Super Bowl season and all year long.
Our Super Bowl Playbook dives deep into all these insights, helping marketers turn big game lessons into winning advertising strategies – whether you’re
TEST YOUR AD PREMIUM
Test Your Ad Premium subscribers can access all of our past and future Super Bowl rankings. Our Premium database is also fi lled with standout ads from Christmas, the Olympics and more. And subscribers can see all of their TV ads, plus competitors to benchmark their creative against the rest of the category.
Super Bowl Ad Tracker: FAQs
What is the Super Bowl ad tracker?
The Super Bowl ad tracker is powered by System1’s Test Your Ad tool, which evaluates every ad from the big game to measure its creative effectiveness. This analysis helps brands understand what makes a winning Super Bowl commercial and how to improve their marketing strategy for maximum impact.
How can I download the Super Bowl ad tracker report?
You can access the full 2025 Super Bowl ad tracker report for free by completing the download form above. The report includes a deep dive into the top-scoring commercials, key trends, and brand-building insights from this year’s biggest ads.
What insights does the report provide?
Our Super Bowl analysis reveals which brands and creative strategies resonated
most with fans, and why. The report breaks down ad performance, covering brand recognition, emotional impact, humor, and long-term effectiveness – all essential ingredients in successful advertising strategies.
How does System1 measure ad effectiveness?
We use a globally validated testing method to evaluate audience engagement with Super Bowl commercials. We analyze emotional response, brand-building potential, and overall advertising creativity to determine which Super Bowl ads will have lasting impact beyond game night.
How many ads have been tested?
Since 2020, our Super Bowl ad tracker has tested 425 game-night commercials with over 63,750 US respondents. The insights are backed by our extensive database of 175,000+ ads, for an unmatched understanding of long and short-term advertising effectiveness.
Where can I watch the webinar?
Right here! Our Super Bowl ad tracker webinar is available to watch for free, on-demand. Hosted by our very own marketing experts, alongside top creative agency leaders, the session breaks down this year’s most effective Super Bowl ads, providing actionable advertising strategies for brands looking to win big in their next campaign.