By the numbers: Super Bowl LV

The big game's ads, broken down by sentiment, social engagement and more.
Kendall Davis/Marketing Dive
Overview
96 ads shown
45 unique brands
57 mins of national ad air time
$545M total in-game ad spend
$5.6M price per 30-second ad
$300K price of a digital ad
(Source: Kantar)

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)

Brands

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:
Bass Pro Shops
Bud Light Seltzer Lemonade
Chipotle
Cointreau
Cutwater Spirits
Dexcom
DoorDash
DraftKings
Dr. Squatch
Fiverr
Guaranteed Rate
Hellmann's
Huggies
Indeed
Jimmy John's
Klarna
Mercari
Michelob Ultra Organic Seltzer
Oatly
Reddit
Robinhood
Rockstar Energy
Scotts Miracle-Gro
State Farm
Uber Eats
Vroom

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

Estimated % growth in market share of their category based on sales on Amazon during game time compared to January average.
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
(Source: Profitero)
Ad sentiment

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
Social media
4M mentions of Super Bowl itself (as of Monday 9 a.m. ET)
7.5M mentions for all things Super Bowl (ads, pregame poet and related programming)

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)
(Source: EDO, Inc.)

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%
(Source: Brandwatch)