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iSpot Post-Super Bowl Analysis Finds Humor, Celebs a Winning Combo for the High-Priced Ads

A historical analysis of Big Game creatives found 2023 had the most likable collection of Super Bowl ads since 2020

BELLEVUE – Feb. 28, 2023 – iSpot, the real-time TV measurement company, today revealed key insights from two post-game reports featuring in-depth analysis of audiences, creative content and advertising strategies surrounding Super Bowl LVII. The findings provide critical insights that help brands, advertisers, agencies and publishers understand and unlock the value of advertising during tentpole events.

iSpot’s Super Bowl LVII Creative Analysis, which focuses on the ad creative, reveals the volume of screen time by industry, the path to creative success and how “veteran” brands performed against “rookie” comers to the Big Game – all benchmarked against 14 years of historical data.

Among the highest-recall ads, brands that invested in past Super Bowls were more likely to be remembered by consumers.

The analysis also found that while 15% of ads in 2022’s Super Bowl LVI, dubbed the “Crypto Bowl,” touted brands from the finance industry, 2023’s Super Bowl LVII had no creatives for the financial industry among the 54 national ads aired.

iSpot also found that celebrity presence in Super Bowl spots continues to rise in volume. In 2010, 31% of Super Bowl creatives featured celebs, but by Super Bowl LVII 67% of ads had leveraged celeb presence – with 277 celebs overall.

Super Bowl LVII also had the most likable collection of ads since 2020 – with an average of 22% of survey respondents saying they were “much more likely” to purchase the advertised product after seeing the ad.

Other key findings from iSpot’s Super Bowl LVII Creative Analysis found:

iSpot’s Super Bowl LVII TV Ad Report found that the nail-biting, back-and-forth game helped fuel
tune-in for the biggest TV event of the year. In fact, iSpot’s second-by-second, cross-platform
measurement reveals that the Super Bowl reached 128.4 million viewers across linear
and streaming TV. When the dust settled between the Chiefs and Eagles, the game
pulled in an average audience of 88.5 million P2+ viewers on FOX alone, with an additional
1.9 million on FOX Deportes. The figure, based on preliminary data, included over 16 million out-of-home (OOH) viewers.

iSpot’s Super Bowl LVII TV Ad Report also found:

  • Looking at minute-by-minute viewing of the game, ad viewership peaked for The Farmer’s Dog spot “Forever,” when nearly 102 million viewers tuned in shortly before the Apple Music Halftime Show began.
  • Alcohol brands descended upon the Big Game after Anheuser-Busch relinquished its exclusivity. The bev/al category made up 16% of total ad duration among all brand spots. The most likable alcohol ad was Michelob ULTRA’s “New Members Day,” which also ranked 10th overall by likeability.
  • About 40% of all household TV ad impressions during the Super Bowl were for network
    promos, streaming services and theatrical releases – increasing year-over-year
    from 34.7% of impressions in 2022. The jump was the highest Super Bowl household ad impressions share for entertainment since at least 2017. is the market leader in real-time cross-platform TV ad measurement and attribution. The company’s always-on platform measures the business impact and brand impact of TV advertising and offers fast, accurate and actionable information that empowers brands to justify and optimize TV and video investments.