By the numbers: Super Bowl LV
Viewership for the game was down 15% from last year.
32 million households tuned in this year, down from 37.6 million in 2020. (Source: Samba TV)
Viewership of Super Bowl ads on YouTube during the game rose over 70% from last year. (Source: YouTube)
75% of in-game ads were for paying brands
25% were house ads promoting ViacomCBS-owned shows (Source: MediaRadar)
The first half of the Super Bowl was weighted with more ads, covering 56% of the game's total ad run. (Source: MediaRadar)
Freshman advertisers:
The most common category of ads were from financial service firms, a mix of insurance and tax prep help. There were 12 spots in the category, making up 14% of the total paid ads.
These four categories contributed 50% of all spots in Super Bowl LV: financial, media and entertainment, technology and food. (Source: MediaRadar)
Winning brands by sales on Amazon
| Company | growth | Category |
|---|---|---|
| Dr. Squatch | 200% | Beauty |
| Scott's Miracle-Gro | 106% | Lawn and patio |
| Doritos 3D Crunch | 103% | Grocery |
| Mtn Dew Major Melon | 100% | Grocery |
| Tide | 91% | Home and household |
Top 5 ads from USA Today Ad Meter (by sentiment)
| Brand & ad | Avg. rating | |
|---|---|---|
| 1 | Rocket Mortgage: "Certain Is Better — Tracy Morgan, Dave Bautista & Liza Koshy" | 7.38 |
| 2 | Rocket Mortgage: "Certain Is Better — Tracy Morgan & Joey Bosa" | 7.30 |
| 3 | Amazon: "Alexa's Body" | 6.75 |
| 4 | M&M's: "Come Together" | 6.73 |
| 5 | Toyota: "Upstream" | 6.71 |
Rocket Mortgage's "Certain Is Better – Tracy Morgan, Dave Bautista & Liza Koshy"
Worst 5 ads from USA Today Ad Meter (by sentiment)
| Brand & ad | Avg. rating | |
|---|---|---|
| 1 | Oatly: "Wow Wow No Cow" | 4.0 |
| 2 | Robinhood: "We Are All Investors" | 4.3 |
| 3 | Mercari: "Get Your Unused Things Back in the Game" | 4.5 |
| 4 | Skechers: "Tony Romo for Skechers Max Cushioning" | 4.7 |
| 5 | Klarna: "Klarna Presents: The Four Quarter-Sized Cowboys" | 4.7 |
State Farm (49K) and Jeep (47K) continue to be the most discussed ads of the night. Cheetos and Doritos are in a dead heat for third and fourth most talked about ads (20K).(Source: Talkwalker)
Ads that drove the most online engagement
| Brand / Ad | |
|---|---|
| 1 | Dexcom |
| 2 | Inspiration4 |
| 3 | Jeep |
| 4 | Cadillac Lyriq |
| 5 | The Falcon and the Winter Soldier (Marvel series on Disney+) |
| 6 | Dr. Squatch |
| 7 | Paramount+ (featuring Patrick Stewart) |
| 8 | Mountain Dew Major Melon |
| 9 | Bud Light |
| 10 | Old (M. Night Shyamalan film) |
Top brands mentioned on Twitter during the Super Bowl
| Brand | Mentions | % of all brand mentions | |
|---|---|---|---|
| 1 | Mountain Dew | 318,000 | 35% |
| 2 | Pepsi | 243,000 | 27% |
| 3 | State Farm | 42,000 | 5% |
| 4 | T-Mobile | 39,000 | 4% |
| 5 | Jeep | 27,000 | 3% |
| 6 | Doritos | 21,600 | 2.38% |
| 7 | Cheetos | 21,200 | 2.33% |
| 8 | Michelob Ultra | 18,600 | 2% |
| 9 | Uber Eats | 18,300 | 2% |
| 10 | Bud Light | 18,000 | <2% |
