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By the numbers: Super Bowl LIV

The big game’s ads, broken down by sentiment, social engagement and more.
Michelle Rock/Marketing Dive
Overview
62 ads shown*
51:15 mins of national ad air time
50 unique brands
$435M total in-game ad spend
24% share of total broadcast time made up by ads
*Number of ads shown includes unpaid spots from Fox and NFL.
Data from Kantar
Brands

Excluding unpaid spots from Fox and NFL, the game featured 42:40 mins of national airtime from paying sponsors — the highest in history.

Freshman advertisers
Bloomberg campaign
Dashlane
Facebook
Genesis
Hard Rock International
Little Caesars
Pop-Tarts
President Trump
Quibi
Reese’s
Sabra
Saucony
Walmart
Investment

In-game ad revenue

*Prelim estimate
Data from Kantar

The difference in counts between unique advertisers and parent advertisers stems from some companies airing ads from multiple brands they own. PepsiCo, for example, accounted for five advertisers in the game: Cheetos, Doritos, Mountain Dew, SodaStream and Pepsi.

Top parent companies in the 2020 Super Bowl Game
Parent company
Est. spend
Ad time
Anheuser Busch In Bev
$41M
4:00
PepsiCo
$31M
3:00
Procter & Gamble
$30M
2:55
Amazon
$26M
2:30
Data from Kantar Media

Automotive was the most advertised category, accounting for $77M of spending and 7:30 mins of ad time.

Ad sentiment
HIGHEST
LOWEST
Top 5 ads from USA Today Ad Meter (by sentiment)
Brand & ad
Avg. rating
1
Jeep, “Groundhog Day”
7.01
2
Hyundai, “Smaht Pahk”
6.98
3
Google, “Loretta”
6.77
4
Doritos, “The Cool Ranch”
6.62
5
Rocket Mortgage, “Comfortable”
6.60
Worst 5 ads from USA Today Ad Meter (by sentiment)
Brand & ad
Avg. rating
1
Trump 2020 Campaign, “Criminal Justice Reform”
3.33
2
Pop-Tarts, “Fix the Pretzel”
4.10
3
Bloomberg 2020 Campaign, “George”
4.23
4
Quibi, “Bank Heist”
4.40
5
Squarespace, “Winona in Winona”
4.40

Jeep’s “Groundhog Day”

Social media
8.1M Total social media posts around the Super Bowl
#MakeSpaceForWomen Most-used brand hashtag was Olay’s
30% lift in viewership of Super Bowl ads on YouTube during the game
Data from Talkwalker
Top brands by social media mentions
Brand
Mentions
1
Olay
160k
2
Avocados from Mexico
100k
3
Hulu
84k
4
Bud Light
84k
5
Jeep
47k
6
Hyundai
44k
Data from Talkwalker
#MVP @Pepsi The brand that drove the largest overall conversation among SB advertisers.
#FanFavorite @Google The brand that drove the highest overall positivity compared to all other brands partaking in the SB conversation.
#Interception @TumsOfficial The brand that drove the largest overall conversation that doesn’t have a national spot. They were the 4th-most mentioned brand, generating over 72k mentions.
Data from Twitter