Are QSR Brands Staging Super Bowl Comeback?

Back in 2010, iSpot data showed that 11% of Super Bowl ad minutes were dedicated to restaurant – primarily QSR – brands. That number's declined considerably over time – especially as Super Bowl ad minutes have ballooned. But the 2025 edition of the big game may be the start of a QSR comeback.

• Three QSR or pizza brands – Little Caesar's, Dunkin and Taco Bell – are already confirmed to appear during Super Bowl LIX on Sunday.
• That number is the highest figure since there were three QSR brands during the 2013 Super Bowl and shows a significant jump from regular instances of one or zero of those restaurants appearing during the game in recent years.
• Dunkin, with a cache of Boston-based celebrities, has started making itself a fixture during the Super Bowl, especially since it rebranded to market itself beyond "just" donuts.

Check out this year's recently-dropped Dunkin teaser below.