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 that hedge their bets on the Big Game.
Although the Kansas City Chiefs might have clinched their 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 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.
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