WHY SUPER BOWL ADVERTISERS KEEP PRANKING US

8. 2. 2026 As brands chase attention before kickoff, elaborate pranks risk becoming too easy to spot. Last month, photos circulated on gossip sites like TMZ and MailOnline of actor William Shatner eating a bowl of Raisin Bran in his car and clutching the cereal box as if it were his most prized possession. The bizarre paparazzi shots… Continue reading WHY SUPER BOWL ADVERTISERS KEEP PRANKING US

THE MOST EFFECTIVE SUPER BOWL COMMERCIALS, RANKED BY VIEWERS

4. 2. 2026 The top 10 Super Bowl ads of the past five years and why they work, according to System1. Every year, about 60 brands spend millions—in 2026, up to $10 million— to advertise in the Super Bowl. They try to shock, delight, surprise, confuse, and inspire the upwards of 127 million-strong audience in the hopes that… Continue reading THE MOST EFFECTIVE SUPER BOWL COMMERCIALS, RANKED BY VIEWERS

SUPER BOWL LX BRINGS CELEBRITY REUNIONS AND A FRESH WAVE OF NOSTALGIA

3. 2. 2026 Celebrity-packed Super Bowl ads aren’t new, but for Super Bowl LX, some brands are leaning into something even more familiar: Cast reunions that tap directly into pop-culture memory. That strategy builds on an already star-heavy trend. According to iSpot, 68% of last year’s Super Bowl ads featured at least one celebrity, and more than half… Continue reading SUPER BOWL LX BRINGS CELEBRITY REUNIONS AND A FRESH WAVE OF NOSTALGIA

EVERYONE HATES ADS. EXCEPT ON SUPER BOWL SUNDAY

1. 2. 2026 “The Super Bowl is such an egregious waste of money. Brands who advertise during its ad breaks are stuck in the past.” This is the gist of pretty much every marketing department’s water cooler conversation come February. And they’re right about one thing: Super Bowl spots are astronomically expensive, and keep rising. Yet for some,… Continue reading EVERYONE HATES ADS. EXCEPT ON SUPER BOWL SUNDAY

WHY SUPER BOWL ADS KEEP GETTING FUNNIER—AND LESS TOUCHING

26. 1. 2026 This year’s Super Bowl ad lineup tilts decisively toward star power and humor over heartstring-pulling narratives, continuing a trend that has reshaped the game’s advertising tone in recent years. Many confirmed spots feature A-list talent: Keegan-Michael Key and Danny McBride (State Farm), Adrien Brody (TurboTax), Matthew McConaughey and Bradley Cooper (Uber Eats) among them. Comedy… Continue reading WHY SUPER BOWL ADS KEEP GETTING FUNNIER—AND LESS TOUCHING

HOW TO EXTEND THE LIFE OF SUPER BOWL ADS

25. 1. 2026 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… Continue reading HOW TO EXTEND THE LIFE OF SUPER BOWL ADS

YOUR BRAND SHOULD SHOW UP EARLY TO BE RELEVANT DURING SUPER BOWL LX

22. 1. 2026 For a short time during the Super Bowl, everyone is paying attention to the same thing. Reporters, creators, athletes and brands all show up knowing that the story won’t be confined to the field. “It’s the one time that media seem to let their guard down and let brands have a voice,” said Bret Werner,… Continue reading YOUR BRAND SHOULD SHOW UP EARLY TO BE RELEVANT DURING SUPER BOWL LX

STAR POWER VS. SOUNDTRACK: WHAT BOOSTS CONSUMERS’ ENJOYMENT OF ADS?

20. 1. 2026 More than half of consumers say music plays a key role in the ads they enjoy most, MX8 Labs found. With the Super Bowl approaching, brands are once again preparing for advertising’s biggest stage, where celebrity and influencer cameos have become a familiar formula. But a consumer survey conducted by MX8 Labs suggests that while… Continue reading STAR POWER VS. SOUNDTRACK: WHAT BOOSTS CONSUMERS’ ENJOYMENT OF ADS?

SUPER BOWL GIVES BRANDS A CHANCE TO MAKE FANS FOR LIFE

17. 1. 2026 The biggest gripe with Super Bowl campaigns is that most brands are just advertising during the Big Game, instead of creating content designed to specifically coexist with the Super Bowl. Those that do—like Rocket Mortgage and Uber Eats in 2025—can reap enviable rewards. Brands must keep in mind: this game is the pinnacle for two… Continue reading SUPER BOWL GIVES BRANDS A CHANCE TO MAKE FANS FOR LIFE

REPORT: THE ONLY THING BIGGER THAN NFL TV ADS ARE NFL STREAMING ADS

22. 8. 2025 New data from EDO finds that ads during football games on Peacock, Netflix, and Amazon last year were more effective than in-game linear. The NFL has met its greatest broadcast rival, and it is NFL streaming. Today, television data and analytics firm EDO released its third annual NFL TV Outcomes Report to ADWEEK with what’s… Continue reading REPORT: THE ONLY THING BIGGER THAN NFL TV ADS ARE NFL STREAMING ADS

BRAND BATTLES IN THE BEVERAGE MARKET: COCA-COLA AND PEPSICO ON THE BATTLEGROUND

3. 4. 2025 The Cola Wars, which have been raging for over a hundred years between the iconic brands Coca-Cola and Pepsi, take place not only on store shelves but especially in advertising space. In this fight, television commercials have played a key role, becoming the main tool for building consumer loyalty and brand identity. The rivalry between… Continue reading BRAND BATTLES IN THE BEVERAGE MARKET: COCA-COLA AND PEPSICO ON THE BATTLEGROUND

DESPITE A LARGER LOGO, PEOPLE DON’T ASSOCIATE AN AD WITH A BRAND

19. 3. 2025 For many brands, branding is all about a bigger logo and name, but that’s not enough, says Arnad Debia, Global Creative Development Director at Ipsos. Brands nowadays very often stick to a guaranteed formula in their creative. Car manufacturers have their type of advertising, beer companies have theirs, and the downside is that within the… Continue reading DESPITE A LARGER LOGO, PEOPLE DON’T ASSOCIATE AN AD WITH A BRAND

THE 25 BEST SUPER BOWL ADS OF THE PAST 25 YEARS

15. 3. 2025 From Pepsi’s collab with Britney Spears to Bud’s ‘Wassup?’ ADWEEK selects 25 of the best Big Game commercials since 2000. Social media is evolving. Are you adapting? Connect with a community of brand pros and content creators at Social Media Week, May 12–14 in NYC, to learn how to keep pace with new trends and… Continue reading THE 25 BEST SUPER BOWL ADS OF THE PAST 25 YEARS

POSITIVE EFFECT OF ADS DURING THE SUPER BOWL 2025: TELEVISION SUPPORTS BRAND SEARCHES

13. 3. 2025 The goals and strategies of brands advertising during the Super Bowl vary. However, for all of them – regardless of their goal – television advertising viewed on various screens (Multiscreen TV) delivered excellent results in the middle part of the marketing funnel. It significantly increased brand searches of all types. This is the conclusion of… Continue reading POSITIVE EFFECT OF ADS DURING THE SUPER BOWL 2025: TELEVISION SUPPORTS BRAND SEARCHES

SUPER BOWL: ADS DOMINATED BY CELEBRITY, HUMOUR AND NOSTALGIA

5. 3. 2025 This year’s Super Bowl ads were noticeably less controversial than in the past, according to an analysis by Ipsos. The Super Bowl is probably the one time of year when many people tune in to commercials rather than switch them. Companies are keen to take advantage of this unique opportunity, which is why to raise… Continue reading SUPER BOWL: ADS DOMINATED BY CELEBRITY, HUMOUR AND NOSTALGIA

WHAT SPORTS CAN TEACH US ABOUT CO-VIEWING ON TV

17. 2. 2025 Also known as the “Big Game” in the U.S., the Super Bowl is typically one of the most viewed TV moments. In fact, in 2024 Super Bowl LVIII, featuring the Kansas City Chiefs and the San Francisco 49ers, had the largest TV audience for a single-network telecast. It’s also a sports event that audiences will… Continue reading WHAT SPORTS CAN TEACH US ABOUT CO-VIEWING ON TV

WHEN THE BREAK IS AS MUCH FUN AS THE GAME. WHAT WAS THE HIGHLIGHT OF THIS YEAR’S SUPER BOWL COMMERCIAL BREAK?

17. 2. 2025 Super Bowl LIX confirmed its status as the advertising event of the year that leaves no one cold in the marketing world and once again attracted the attention of not only sports fans, but also advertising professionals from around the world.

SUPER BOWL 59 IS THE MOST-WATCHED GAME IN HISTORY WITH 127.7 MILLION VIEWERS, ACCORDING TO FOX

11. 2. 2025 The Eagles knocked off the Chiefs and Fox set a record for viewership. On Monday, Fox reported that Super Bowl 59 was watched by an average of 126 million viewers. Those numbers come from Fox’s projections, including Nielsen’s quick national stats and Tubi/NFL’s first-page analysis. Fox updated its Super Bowl viewership numbers on Tuesday, announcing that… Continue reading SUPER BOWL 59 IS THE MOST-WATCHED GAME IN HISTORY WITH 127.7 MILLION VIEWERS, ACCORDING TO FOX