MarketCast: Most Likable Super Bowl Ads Were Celeb-Free

While the Super Bowl featured a ton of celebrity star power across the board in order to connect with audiences and drive brand awareness, consumer research company MarketCast found the top five most-liked ads during the Big Game were pretty much celeb-free: None of them featured an A-list star.

The findings weren’t pre-destined by a focus group or consumers watching the commercials before kickoff, either. MarketCast surveyed 19,000 actual viewers watching the game in real-time to determine which ads truly resonated.

So what made these ads uniquely likeable with consumers?

Nostalgia, charm and a touch of Americana dominated as Budweiser’s Clydesdales and Lay’s “The Little Farmer” spots tied for the most-liked spot. Both were deeply rooted in American culture, featuring working-class consumers and familiar, rural settings. 

MarketCast also found that authenticity outshined what is often the quick fix of celebrity power. Nike’s “So Win” highlighted female athletes including Caitlin Clark and Jordan Chiles, and addressed a cultural topic in a way that put women’s sports front and center — no Hollywood A-listers needed. Meanwhile, the NFL’s ad highlighted how athletes have the ability to positively impact children. Novartis gave supporting roles to Wanda Sykes and Hailee Steinfeld, but their presence didn’t overpower the message (that women should get early breast cancer screenings) from the pharma giant.

Having a likeable ad is a critical component to driving optimal business results, which often include sales. It's crucial that brands understand who the right audiences to target are, how to craft ad creatives that resonate with consumers and why building long-term brand equity and customer loyalty are all must haves in today’s fragmented media landscape.