Marketing Dive analyzes key details of the big game each year. For more coverage, view our analysis of the best and worst Super Bowl ads, or check out every commercial that ran during the game with our Super Bowl ad tracker.
AI.com’s ad generated 9.1X the engagement compared to the median ad. Universal Picture’s “Minions” ad was a close second, with 9.09X the engagement compared to the median ad.
Super Bowl 60 ads were 9% less likely to amuse people compared to 2025’s ads. However, ads invoking feelings of nostalgia rose 7% from 2025.
Freshman advertisers:
Celebrities dominated Super Bowl advertising, with 102 total celebrity appearances across 39 ads.
Top 5 ads from USA Today Ad Meter by sentiment
Worst 5 ads from USA Today Ad meter by sentiment
Budweiser | Super Bowl LX Commercial 'American Icons'
The Super Bowl generated $550M in earned media value for brands on social media. The game generated 764B potential impressions and an engagement rate of 0.19%
Pepsi was the most mentioned brand on social media with 38,188 mentions, followed by Apple Music and Budweiser.
Social media chatter peaked around 9:30 p.m. ET when the Seahawks secured the win with over 28M engagements.When Bad Bunny took the stage around 8:00 p.m. ET, social engagements totaled over 13.5M
Bad Bunny’s halftime show performance produced over 167M engagements, smashing the 80M generated from Kendrick Lamar’s 2025 performance.
Social media sentiment by brand
News Graphics Developer Julia Himmel also contributed to this article.
