Humor Wins Over Corp. Responsibility for Recent Super Bowl Ads
The NFL in particular has used Big Game spots in years past to shine a spotlight on issues like bullying and mental health.
While many Super Bowl advertisers use the game’s extensive reach to tout new products or increase general brand awareness, some take the chance to share messages of corporate responsibility. The NFL in particular has used Big Game spots in years past to shine a spotlight on issues like bullying and mental health. But iSpot data reveals that overall, humor is far more prevalent in Super Bowl ads.
- 17% of the 2024 Super Bowl ads triggered the “corporate responsibility” emotion/reaction from viewers. Instead, viewers overwhelmingly found Big Game ads to be funny (70%) — something that brands are capitalizing on.
- That being said, 2024 saw a resurgence in corporate responsibility ads compared to the previous two Super Bowls, which saw a much lower 5% and 6% share of ads be considered corporate responsibility in 2022 and 2023, respectively.
- In 2024, two NFL Super Bowl ads had corporate responsibility as the top viewer emotion/reaction, one a PSA about bullying and the other focusing on mental health. (Check them out below the chart)
