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Super Bowl ads aren’t cheap, with 30 seconds of screen time costing an average of $7 million. That’s why effectiveness is so important for advertisers who hedge their bets on the Big Game.
Though the Kansas City Chiefs might have clinched Super Bowl LVIII victory against the San Francisco 49ers in a nail-biting finale, the real winners off the pitch include Booking.com, Reese’s and X.
ADWEEK has crunched the data to unpack the effectiveness of this year’s Super Bowl creative, based on ad testing data from Kantar and System1 to determine what ads ranked highest across different categories, from brand building to fan favorite.
The methodology
Post-match, Kantar tested 66 national Super Bowl ads using its Link AI tool, which predicts creative effectiveness. The technology ranks ads across three categories: impact, enjoyment and brand equity, to determine a score out of 100. Top-tier brands are named as those scoring in the upper 30% across two or more of these KPIs.
Elsewhere, System1 used audience reaction to test ads against “four Cs”: characters, celebrities, cultural references and comedy. Each ad was assigned a score between 1 and 5.9 stars, with spots that fostered positive emotions (such as happiness and surprise) scoring higher on the scale.
Keep scrolling to see which brands scored a touchdown in 2024.
1. Booking.com was Kantar’s most effective ad
Kantar crowned Booking.com’s star-studded spot as its top performer.
The “Book Whoever You Want To Be” spot featured actor, producer and writer Tina Fey adopting different personalities—with help from Close and former 30 Rock co-stars Jane Krakowski and Jack McBrayer—to match the millions of hotels, vacation rentals and destinations available on Booking.com’s platform.
Booking.com’s Big Game offering scored 91 for impact, 88 for enjoyment and 89 for its likelihood to drive brand equity in the long-term.
