Super Bowl LIX had everything—a dominant Eagles win (sorry, Swifties), a halftime show that got the internet buzzing, and, of course, a $600 million advertising showdown that might have been more exciting than the game itself. While some viewers tuned in for the football, millions were there for the commercials. ‘Twas the true battle for consumer attention.
With over 115 million viewers, the Super Bowl remains one of the few live TV events where brands can reach a massive, engaged audience all at once. But in an era of digital-first marketing, influencer campaigns, and programmatic advertising, does spending $8M+ on a single ad still make sense? Before we dive into the best and worst commercials of the night, let’s break down the numbers behind this year’s Super Bowl ad spend and who brands were trying to reach.
Who’s Watching? Super Bowl 2025 Demographics
For advertisers, the Super Bowl isn’t just about how many people are watching; it’s about who is watching.
- Total Viewers: An estimated 135.7 million people tuned in, making it one of the most-watched Super Bowls ever.
- Age Breakdown:
- 50% of viewers are aged 18-49, the prime demo for advertisers.
- 30% are under 35, proving that the Super Bowl is still relevant to younger, digital-first audiences.
- Gender Split: Around 47% of viewers are women, which explains why we saw more female-focused ads this year.
- Household Income: Super Bowl viewers tend to be higher-income consumers, making it a prime spot for luxury brands, automakers, and big-name beer companies.
Despite streaming and digital platforms changing the way we consume content, Super Bowl ads remain one of the few “can’t-miss” TV moments of the year, which is why brands still fight for a spot in the lineup.
The Price Tag: How Much Did Super Bowl Ads Cost in 2025?
The cost of advertising during the Super Bowl keeps rising, and this year was no exception.
- $8M+ per 30-second ad (a new record high).
- Some brands ran 60- or 90-second spots, doubling their investment to $16M+.
- The total ad spend for Super Bowl LIX was over $600 million—a jaw-dropping amount for a single night of advertising.
For some brands, the investment pays off with instant buzz, viral moments, and a sales boost, but others risk burning millions on ads that are forgotten by Monday morning.
So, what did brands do this year to stand out? Let’s break down the biggest themes, the best and worst commercials, honorable mentions, and the aftermath of advertising during the Super Bowl.
Themes of 2025 Super Bowl Ads
This year’s Super Bowl commercials stuck to a winning formula—unlike the game itself, which was more of a slow march to the Eagles victory. While the action on the field didn’t deliver much suspense, advertisers brought their A-game, leaning into big-name celebrities, humor, nostalgia, a few heartfelt moments — and a few “what is going on?” moments.
Celebrity Sightings
Celebrities were everywhere, with Dunkin’ stacking its DunKings 2 commercial with Ben Affleck, Matt Damon, Jeremy Strong, and Bill Belichick, while Stella Artois paired David Beckham with his “American twin,” Matt Damon, in an ad directed by Ben Affleck. Uber Eats, Jeep, and Booking.com also leaned heavily on star power to grab attention.
Flying Facial Hair
Facial hair was apparently the unexpected theme of the night, with Pringles’ mustache-powered ad and Little Caesars making Eugene Levy’s eyebrows fly off his face after one bite of a Crazy Puff. Weird? Yes. Memorable? Also yes.
Humor Rules
Humor ruled again, with 85% of ads using comedy, up from 71% in 2023. But there was still room for wholesome, inspirational storytelling. Lay’s The Little Farmer, Budweiser’s Clydesdale redemption story, and the NFL’s Somebody ad all leaned into emotional narratives that resonated with audiences.
Throwbacks
Nostalgia was everywhere, with brands banking on familiar faces and pop culture throwbacks. When Harry Met Sally, Fast & Furious, The Muppets, and the return of Jay & Silent Bob were just a few examples.
Female Representation
Finally, diversity was a mixed bag. Female representation increased from 34% to 44%, with Nike’s ad highlighting top women athletes, and brands like Lay’s and Dove also featuring strong female leads. However, representation of darker-skinned individuals dropped from 29% in 2023 to just 17% this year, raising concerns about whether brands are actually committed to long-term inclusivity or just responding to short-term trends.
5 Best Super Bowl Commercials in 2025
While the Super Bowl game itself lacked drama, the commercials more than made up for it. Some brands played it safe, others went all-in on nostalgia, and a few created genuinely memorable moments. Here are the five ads that truly stood out this year:
1. Budweiser – “First Delivery”
Budweiser knew exactly what their audience wanted, and they delivered. This year’s Clydesdale story followed a young foal proving his worth by finishing a beer delivery after a keg fell from the wagon. It was classic, emotional, and beautifully shot—no gimmicks, no forced humor, just pure Americana. It’s no surprise that this was voted USA TODAY’s #1 ad of the night. Who doesn’t love seeing the iconic Clydesdales? You can’t go wrong.
2. NFL – “Somebody”
The NFL hyping itself up with an ad about hyping yourself up? Genius. This commercial featured Demario Davis, Adam Thielen, Arik Armstead, and a group of kids from New Orleans going through powerful self-affirmations before taking the field. The repetition and the intensity made you feel like you were truly part of a pregame speech. It was one of the few commercials that gave me chills, and for that, the NFL absolutely deserves credit.
3. Michelob Ultra – “The Ultra Hustle”
Michelob Ultra already owns the younger market, so this year, they pivoted some of their advertising toward the 45+ crowd by embracing the pickleball boom. Watching Catherine O’Hara and Willem Dafoe hustle unsuspecting younger players for beers was perfectly executed. At the Super Bowl party I was at, the crowd literally gasped from excitement when Willem Dafoe appeared. He’s an unexpected but brilliant choice.
4. Dunkin’s “DunKings 2”
As soon as you see the bold pink and orange scene, you know the DunKings are coming. Dunkin’ didn’t just repeat last year’s hit—they expanded it. The Boston-heavy sequel featured Ben Affleck, Matt Damon, and Casey Affleck once again, but adding Jeremy Strong (who’s actually from Boston!) and Bill Belichick made it even funnier. The joke about Strong’s method acting was a highlight, but I wonder—how many casual viewers actually caught all the references? Regardless, Dunkin’ has now cemented itself as a Super Bowl staple.
5. Instacart – “Avengers of Mascots”
What do you get when you assemble nearly every famous brand mascot into one ad? A genius way to remind people just how much you can order from Instacart. From the Energizer Bunny to the Kool-Aid Man, Mr. Clean, Chester Cheetah, and even the Old Spice guy, this commercial was a nostalgic fever dream—and it worked. I thought this very clearly showed just how much you can order from Instacart now (it started as a grocery delivery service). It was also cool to see iconic brands from the past make an appearance in a relatively new brand’s commercial; Kool-Aid and Energizer have been around for over 100 years! Additionally, Instacart made a strategic choice by highlighting brands available on their platform rather than relying on celebrity endorsements, likely resulting in significant cost savings.
5 “Worst” or Weirdest Best Super Bowl Commercials in 2025
Not every Super Bowl ad can be a winner. Some try too hard to be quirky, others waste their air time on the wrong audience, and a few leave you wondering what you just watched. Here are five commercials that missed the mark (in my opinion), whether by being forgettable, bizarre, or just plain confusing.
1. Coffee Mate – “Dancing Tongues”
Coffee Mate went for shock value with an ad featuring Shania Twain and a bunch of tongues dancing like they were in a musical. It was surreal and uncomfortable and left most viewers sitting in stunned silence rather than craving coffee. Also, regarding Shania Twain’s appearance, she is a great artist, but I don’t think she is the perfect icon to use to gain street cred from younger coffee drinkers. Younger coffee drinkers (ages 18-24) prefer iced coffee, which pairs best with cold foam. Cold foam became mainstream when Starbucks introduced it in 2018, tapping into the younger generation’s preference for cold coffee. TikTok and Instagram quickly turned it into a viral sensation, making it a must-have for Gen Z and Millennials.
2. NerdWallet’s Beluga Whale
Kieran Culkin voicing a finance-loving beluga whale had potential to be cute and quirky, but instead, it was forgettable and didn’t land. The ad tried to be educational while keeping things light, but it felt like a financial literacy PSA more than a Super Bowl commercial. Maybe NerdWallet should’ve taken some notes from Geico on how to make talking animals funny.
3. HexClad with Gordon Ramsay & Pete Davidson
Aliens, Gordon Ramsay, and Pete Davidson—this ad had all the right ingredients, but somehow, it still fell flat. The concept? Ramsay is called in to cook for aliens at Area 51, but the real alien turns out to be Pete Davidson (because, as he says, “All famous people are aliens”). It had star power but little to no payoff. I watched this commercial as a preview before the big game, and I was bored.
4. Yahoo – “Bill Murray’s Email”
In Yahoo’s first Super Bowl ad in 23 years, the company pulled off one of the strangest marketing stunts of the night—giving viewers Bill Murray’s actual email address ([email protected]) and inviting them to message him after watching Murray speak to his dog self in the mirror. It was weird, unexpected, and very on-brand for Murray, but it also left many viewers wondering: Was this a clever reintroduction for Yahoo—or just a reminder that it still exists?
5. Tubi – “If It’s In You, It’s In Here”
With a partnership with Fox Sports, Tubi was the only streaming platform where you could watch the Super Bowl besides cable TV, so they had every right to do whatever they wanted. And apparently, what they wanted was an ad that left people scratching their heads. After watching a lot of odd-shaped hatheads, in the end, this commercial did have a nice message (that you really had to read into) about reinforcing Tubi’s identity as the home for every kind of viewer.
5 Super Bowl Commercial Honorable Mentions
Not every great Super Bowl commercial made our “Best Of” list, but these ads still deserve a shoutout. Whether they were heartwarming, clever, or just plain memorable, here are the ones that almost made the cut.
1. Jeep – “Harrison Ford for Freedom”
Few people embody American adventure better than Harrison Ford, and Jeep made sure to capitalize on that. This deep, cinematic ad tied the Jeep brand to freedom, exploration, and resilience—and it worked. The most iconic moment? Ford delivers the line: “Supporting Jeep when my name is Ford.”
2. Stella Artois – “David Beckham’s American Twin”
The majority of the Super Bowl commercial previews were not cliffhangers, which is why Stella Artois stood out to me. Their preview ad featured David Beckham’s parents revealing that he has a long-lost twin living in America, ending with Beckham setting off to find him. The mystery of who the twin would be made this one of the few teaser ads that actually built anticipation for the full commercial. Unfortunately, I don’t think the rest of the commercial was very entertaining, but I will give Stella props for having a cliffhanger moment; it made me specifically want to watch their commercial to see how the story unfolded.
3. MSC Cruises – “Let’s Holiday”
MSC Cruises made a splash with its first-ever Super Bowl ad, using Drew Barrymore and Orlando Bloom to highlight the American vs. British travel experience. Their playful back-and-forth—debating “holiday” vs. “vacation,” football vs. soccer, and pasta vs. buffalo wings—showcased MSC’s ability to cater to both audiences. Madonna’s “Holiday” resonated strongly with Gen Xers (who are now cruisers) so it was a great match. The ad had some viewers practically dancing in their seats, and, let’s be honest—everyone loves Drew Barrymore. Beyond the fun, MSC successfully introduced itself to the U.S. market, positioning its MSC World America cruise as the perfect mix of European elegance and American comfort.
4. Novartis – Breast Cancer Awareness
One of the most attention-grabbing awareness ads of the night. Novartis made a powerful statement with its Super Bowl ad featuring Wanda Sykes, using humor and direct messaging to highlight the importance of early breast cancer detection. Sykes, a breast cancer survivor herself, delivered a straightforward but impactful line: “Let’s start paying attention to breasts when it matters the most.”
5. Mountain Dew– “Becky G, Baja Blast & Seal as a Seal”
Mountain Dew’s Baja Blast ad leaned all the way into surreal humor, featuring Becky G and Seal playing a literal seal. Some viewers found it hilarious, others found it borderline disturbing, but either way, it was memorable. And at the end of the day, being talked about is what you want from a Super Bowl ad.
What Was Missing From This Year’s Super Bowl Commercials?
Several major brands that have historically advertised during the Super Bowl were missing this year, each for different reasons. State Farm had initially planned to run an ad but pulled out due to the L.A. wildfires and the ongoing decline in insurance industry ad spending. Rising underwriting costs have led companies like State Farm, Progressive, and Geico to slash marketing budgets, making an $8M Super Bowl spot a harder sell.
M&M’s, which dominated last year’s game with its Maya Rudolph-led “Ma&Ya’s” campaign, was also absent without explanation. After mixed reactions to last year’s stunt, the brand may have chosen to sit this one out and reassess its Super Bowl strategy.
Meanwhile, Pepsi continued its shift away from TV ads following the loss of its Super Bowl halftime show sponsorship in 2022. Rather than airing a commercial, the brand focused on real-world activations, reviving its Pepsi Challenge with blind taste tests of Pepsi Zero Sugar and Coke Zero Sugar during Super Bowl weekend in New Orleans.
Another surprising shift? The near-total lack of interactive elements like QR codes or calls to action. As a marketing expert, I believe this is a severe miss for brands. In recent years, brands have been experimenting with mobile-driven engagement, but in 2025, almost none have done so. Fetch was one of the only brands to include a QR code, while most relied solely on traditional storytelling despite the fact that most viewers were watching with a phone in hand.
Working with a Digital Marketing Strategy for Ads
Super Bowl LIX was a masterclass in what works and what doesn’t in advertising. From nostalgia and celebrity overload to wholesome storytelling and bizarre humor, brands took big swings to capture the audience’s attention. Some hit the mark, while others left viewers confused or having nightmares.
The biggest takeaway? A well-planned, strategic ad campaign is key to making an impact.
Whether you’re running a national campaign or a highly targeted digital ad, the same principles apply: Know your audience, create engaging content, and make sure your message sticks. Many Super Bowl advertisers missed opportunities for direct engagement by failing to use QR codes, hashtags, or calls to action—a mistake that could have driven immediate results.
The game may have been a one-sided blowout, but your marketing strategy doesn’t have to be. With the right digital approach, you can make smarter decisions than the Chiefs did on game day.
At Bullseye, we help brands maximize their marketing budget through programmatic advertising, PPC campaigns, and strategic ad placements. Whether you’re looking to increase conversions, build brand awareness, or drive engagement, our team ensures your ads are seen by the right people at the right time on the right platforms.
Contact us today for a free consultation—because every great ad starts with the right strategy.
