Data: 72% Of Super Bowl Ads Were 'Funny' Last Year

iSpot’s all-industry Creative Assessment database reveals only 23% of all ads last year (norm) connected through humor – and the reason is there is inherent risk in trying to be funny. But during the Super Bowl, "funny" ads have become the norm at this point – especially this past year, when 72% of Big Game ads scored for humor.

• Nearly every national pod during Super Bowl LVII aired at least one, and often multiple, Funny ads. Snacks brands have dominated the apex of Funny Super Bowl ads for years.
• Safe ads tend to avoid off-putting, offensive, or confusing humor that only some might ‘get,’ and as such, generate broad appeal. Last year, 18% of Super Bowl ads landed as Edgy, with 10% being Polarizing.
• Heartfelt ads were once in close competition with funny spots during the Super Bowl, but those heartfelt scores have declined nearly ever year since 2018, including a low of 17% during last year's game.