Super Bowl Ads Aren’t As Likable As They Once Were
Data from consumer research company MarketCast suggests that Super Bowl ads aren’t nearly as likable as they used to be: Peak Big Game ad “likeability” over the last 12 years was highest before 2015.
Data from consumer research company MarketCast suggests that Super Bowl ads aren’t nearly as likable as they used to be: Peak Big Game ad “likeability” over the last 12 years was highest before 2015.
The drop in likeability has mirrored a shift in tone and creative risk, as Super Bowl advertisers started to pull back on edgy themes in 2016 in favor of classic humor and heartwarming storytelling. “This shift likely reflects evolving cultural, political and societal dynamics, as brands aim to create memorable Super Bowl moments without triggering online backlash or alienating specific audiences,” says MarketCast.
From 2012-2024:
- 90% of the top 10 "most-liked" Super Bowl ads came from 2012–2015, with Microsoft’s “Everybody Wins” from 2019 as the exception.
- 4 of the top 5 featured offbeat, edgy humorous storylines
- 2013 saw the highest ad likeability with an average of 54%, followed by 2012 with 53% and a tie between 2014 and 2015 at 49%.
- Among the brands that have made the top 10 “most liked” Super Bowl ad lineups multiple times, the NFL has appeared seven times, while Doritos, M&M’s and Budweiser have appeared six times.
- In 2024, M&M’s owned the No. 1 most-liked ad with “Almost Champion,” with a 69% net likeability, while Dove took second place with “Hard Knocks” (68%). Ads from the NFL, Google and Reese’s rounded out the top five.
Check out more Super Bowl insights in our special Super Bowl hub.