HOW TO EXTEND THE LIFE OF SUPER BOWL ADS

Read about creating messages that resonate with consumers well beyond the Big Game.

Super Bowl advertising is a major test of creative effectiveness. It commands extraordinary investment and attention, yet the lessons that matter most aren't about one night of buzz; they're about consistent, brand‑building that works both in the moment and afterward for an extended period. Drawing on System1's six consecutive years of testing every ad between the whistles via its Test Your Ad platform, several patterns emerge that marketers can apply to drive engagement and sales lift well beyond the "Big Game."

Several themes emerged from tracking the last six Super Bowls, with more than 425 ads tested among 63,750 U.S. respondents, benchmarked against 100,000-plus ads globally. The platform's various rating systems predict both long-term brand growth by measuring emotional response to an ad and short‑term sales potential based on branding and emotional intensity, supported by measuring the level of brand recognition.

With Super Bowl LX just around the corner, there are a few things for marketers to think about when it comes to how to optimize ads that will command a minimum of $7 million for a 30-second spot — and how to extend the life of the message and spike ROI.

Brand Recognition

Super Bowl LIX delivered the highest average Star Rating in six years (3.0), with three five-star and 13 four‑star ads, meaning more commercials reached the creative quality associated with strong long‑term brand growth compared to previous years. At the same time, brand recognition declined, with about 21 percent of viewers unable to correctly recall the brand. The paradox of strong creative quality juxtaposed with weaker branding frames much of what separated the most effective ads from the rest of the pack.

Brand Consistency

Throughout six years, ads that consistently deployed fluent devices, owned brand characters (read: Green Giant and M&M's), slogans, or recurring scenarios outperform ads without those elements. System1's analysis shows ads with fluent device slogans score higher on average than those without, and repeated, recognizable brand cues accelerate audience recognition.

In practice, this kind of ad consistency resembles Budweiser's "First Delivery" which revels in nostalgia and tradition. Indeed, the beer brand has used its acclaimed Clydesdales to get its message out since the 1980s, earning a top 10 spot in 2025 with a 4.5 Star Rating and 100 on Fluency and signaling how consistent creative assets pay off in strengthening branding and building emotional resonance. In another demonstration of effective messaging during the Super Bowl, Red Bull's first-time ad in the Big Game in 2025 resulted in 3.3 Stars and 98 Fluency, showing how a globally consistent slogan — "Red Bull gives you wings" — and creative idea transfers to brand recognition.

Sincerity Above Star Power

The number of celebrities gracing Super Bowl ads increased yet again in 2025. Since 2019, roughly 60 percent of Super Bowl spots have featured celebrities delivering the message. But while System1's data indicates celebrity presence can lift short-term effects, it does not guarantee long‑term effectiveness.

To blend short and long-term commercial goals, advertisers must integrate celebrities into a branded creative idea — doing what they do best in service of the brand.

Take Häagen-Dazs Super Bowl LIX spot featuring Fast & Furious stars Vin Diesel and Michelle Rodriguez. Portraying life in the fast lane, the spot shows the two slowing down on a scenic drive to savor some ice cream, in sharp contrast to their typical roles in the movie franchise.

Marketers tend to assume that celebrities are the key to mass appeal, but emotional storytelling can deliver such a connection tenfold.

Lay's "Little Farmer" serves as a stark counterpoint. A heartfelt narrative of a young girl nurturing a potato from seed to harvest earned an unprecedented 5.9 Stars, the highest score in System1's Super Bowl ranking history. Sans a high-profile celebrity, the potato chip brand reinforced its farm to bag promise through creative-based storytelling reinforced over time, culminating in a warm positive peak.

In addition to the emotional storytelling that resonated with consumers, Lay's took it a step further by releasing the ad early ahead of the Big Game. The spot continues to run months later via TV, streaming, and social platforms, proving that great creative compounds value when brands invest in their longevity and consistency. The lesson? Big names grab headlines, but real stories build lasting memories and keep working long after the spotlight fades.

Never a Dull Moment

The most common response among consumers to advertising is neutrality, and even Super Bowl spots aren't immune. Ads that minimize neutrality or avoid "dullness" double media efficiency compared to work that spurs indifference, according to System1. Emotional engagement is key for linking short-term action to long-term growth.



In a 60-second spot for Pfizer, a young boy lies in a hospital bed, examining his fists. He looks at a TV screen and listens to boxing MC Michael Buffer deliver his signature, "Let's get ready to rumble!" The boy jumps out of bed, clad in boxing shorts, gloves, and shoes, and rings a bell. As LL Cool J's "Mama Said Knock You Out," blasts on the soundtrack, the boy makes his way out of the hospital to the rousing applause of medical personnel. He climbs a set of stairs and, in unison with a booming crowd, raises his arms in victory. "Hey Cancer" is emblazoned on the screen, followed by "We're Gonna Knock You Out," while the boy makes his way into his mother's beckoning arms, soon joined by his father. The ad ends with the text: "Pfizer is fighting for 8 cancer breakthroughs by 2030." The emotionally charged ad scored the lowest "Neutrality" of any 2025 Super Bowl ad, according to System1. Pfizer/YouTube