The Super Bowl is undoubtedly the event of the year for US advertisers. Everyone has a favorite – from Volkswagen’s “The Force” to Budweiser’s famous Clydesdales to last year’s Flamin’ Hot Cheetos ad set to Salt-N-Pepa’s “Push It”.
So, which advertisers scored a touchdown with viewers at Super Bowl LVII and why?
Analyzing the big game’s brand-building ads
In this webinar, Jon Evans, Chief Customer Officer at System1 and Sports Illustrated executive and former NFL Player Mark Pattison give the play-by-play on the top-ranking ads from the big game. Our Test Your Ad platform measures viewers’ emotional responses to predict which commercials best support long-term brand building.
Super Bowl 2023 Top Ads
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Disney – In-house
Disney100 Special Look
In a Super Bowl full of movie stars and movie-themed ads, it’s fitting that the top-scoring ad comes from Disney, whose 100-year anniversary celebration is crammed with famous faces and big moments...
M&Ms’ move to ditch their ‘spokescandies’ for their main Super Bowl ad paid off with this follow-up just after the game concluded, which saw the iconic characters return...
One of the best of the several 2023 ads that harked back to classic movies or TV shows, with John Travolta updating his famous “Summer Nights” performance to sing the praises of T-Mobile broadband alongside Zach Braff and Donald Faison...
At System1, we know which ads are effective at driving long-term market share. This is your playbook for creating great Super Bowl ads that you can continue to leverage to build Fame for your brand.
Marketers appear to be relying on creative efficiency to increase ROI from Super Bowl campaigns – using the same ads for longer. Unlike at Christmas, we don’t really see a spike in creative effectiveness for Super Bowl ads. Brands are leaving cash on the table.
Jon Evans
Chief Customer Officer, System1
Download the full Super Bowl Report
Access everything we’ve learnt over the past 4 yearsfrom our database of 150,000+ global ads and a meta-analysis of 280 top Super Bowl ad reports, tested with 42,000 US respondents.
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