Food Found Fans' Funny Bones During Super Bowl LVIII

Funny ads have been the norm for years during the Super Bowl, and that was the case once again this year, according to data from the iSpot Creative Assessment Survey. iSpot shows that 72% of this year's Super Bowl ads scored for "funny," while average likeability was 8% higher for funny ads during the game than non-funny ads.

• When going for laughs, brands should carefully consider casting: Characters were chosen as the top "Single Best Thing" for 65% of Super Bowl LVIII ads - and for 7 of the top 10 funniest.
• 80% of Funny Super Bowl LVIII ads featured a celebrity, including all of the top 3: Doritos with Jenna Ortega & Danny Ramirez; Drumstick with Eric André; and Popeyes with Ken Jeong.

It was the second year in a row that more than 70% of Super Bowl ads scored for "funny," while three of the last five Super Bowls have seen more than 65% of ads connect with humor.