Super Bowl Rookies: OpenAI, Duracell Among 17 First-Time Advertisers

For as much as Super Bowl commercials are usually full of recurring brands advertising the big game, each year features a good collection of newcomers as well.

• Thus far, iSpot has tracked 17 first-time Super Bowl advertisers for 2025, which is just one short of last year's mark of 18.
• iSpot data shows that recent rookie advertisers have trailed slightly in terms of both brand recognition and likeability vs. their more experienced Super Bowl peers.
• With so much focus on "buy now" and immediate-purchase themes, it's no surprise to see those brands be a large part of this year's rookie class – including AngelSoft, Duracell, Coffee-Mate, Haagen-Dazs, Liquid Death, Ritz and Totino's ads, plus a spot for Instacart (which will help you quickly get items from all of those brands delivered).