2026年超级碗广告影响报告：有效策略与无效策略分析

TheSuperBowladimpact Introduction With some ad spots reportedly costing more than$8 million, the Super Bowl is an increasingly high- Looking at the 60+ brands who advertised at oraround the 2026 Super Bowl, YouGov’s SuperBowl 2026 ad impact report leverages YouGovBrandIndex to identify 30+ brands whose ads hadthe strongest impact on Americans in the week This report also includes insights from YouGovBrandIndex Voices and YouGov Surveys to gaugeviewership trends, advertising sentiment, the The Super Bowl ad impact report 20263 WhyYouGov? Real people Highly engaged panel members share true reflections oftheir reality rooted in an ongoing relationship, not one-off Accurate data Data you can trust with confidence. Designed forrepresentativeness, integrity and accuracy, and backed by a YouGov is a market research and analyticscompany powered by reality: insight from realpeople, captured in real time, built to hold upwhen decisions matter. Because quality is easyto claim and hard to prove, we don’t just Pioneering tech & AI Always-on technology that strengthens real-world insightkeeping the data clean, scaling analysis, and avoiding the Award-winning experts Research experts who turn robust data into usable decisionstailoring delivery, interpreting change, and making 4The Super Bowl ad impact report 2026 Pre-gameinterestgrows following2025 repeat Interest in the Super Bowl fell between2024 and 2025, but increased heading Super Bowlviewership dipsfromhighs of 2024, 2025 & 2026: YouGov Surveys: February 12, 2024; February 10, 2025; February 9, 2026 (US gen pop: n> 2,300)Previous years: YouGov Profiles (n> 7,000). Viewership byagegroup Morethan just agame Halftimeshowhigh What was your favorite halftime show? Bad Bunny’s halftime performance ranksas the audience favorite from the past Close to 1 in 5 viewers who shared anopinion said they did not enjoy any. Bad Bunnyfavorited* by: 32% Femalevs. 24% Male Most recognizedcelebrities Which of the following celebrities or public figures doyou remember seeing in a 2026 Super Bowl From a list of 60 celebrities, 2026Super Bowl viewers in the US most Jennifer Aniston, Tom Brady, and BenAffleck, all featured in the Dunkin’spot taking the next three positions,with Matthew McConaughey (Uber Bradley Cooper, who co-starred withMcConaughey in the ad, ranked 13th. Theinfluenceof influencers Top 10 increasesin Ad Awareness Which of the following brandshave you seen an advertisement Explore more data Talk to a researcher Top 10 increasesin Buzz Over the PAST TWO WEEKS,which of the following brandshave you heard somethingPOSITIVE about (whether in thenews, through advertising, or Top 10 increasesin Consideration When you are in the market nextto purchase [product or service], Explore more data Talk to a researcher So, whichadvertisers hadthe most impact Calculating the Advertiser Impact Score (AIS) AIS measures changes in Ad Awareness, Buzz, and Consideration over a designated time period. The AIS formula more heavilyweighs changes in purchase consideration, a predictive bottom-of-funnel brand health metric. Buzz Ad Awareness Consideration Over the past two weeks, whichof the follow brands have youheard something positive about(whether in the news, through Which of the following brandshave you seen an advertisement When you are in the market nextto purchase [product or service], #10:YouTubeTV Buoyed by airing the NBC broadcast for millions of its subscribers, YouTube TV’s pre-kickoff spot featuring Jason Kelce andGordon Ramsay contributed to a +4.7 percentage-point increase in Ad Awareness, with Buzz and Consideration also growing. #9:Dove Despite seeing a dip in Ad Awareness, Dove’s “This Game Is Ours” spot successfully started conversations about body confidenceand keeping girls in sport, registering a +8.9 increase in Buzz, the highest of the 60+ advertisers measured for this analysis. #8:Bosch Featuring a cameo from Guy Fieri, Bosch’s “Justaguy” advertisement sees relatively stagnant Ad Awareness (+0.4) and Buzz (+2.2),but registers a whopping +6.7 percentage-point increase in purchase Consideration for the returning Big Game advertiser. #7:Pepsi ZeroSugar Pepsi Zero Sugar took aim at a competitor, creating a rendition of the Coca-Cola polar bear in its spot "The Choice." The risk paid offwith massive increases in Ad Awareness (+5.8) and Buzz (+7.6), though Consideration for Pepsi’s sub-brand is not yet following suit. [NEW]BrandIndex Voices: Why Americans consider Pepsi What Americans are telling us about Pepsi Zero brands.”“Very great taste….sweet but not bitter, smooth…othershave a bite to them… too harsh ““ “I sometimes will go back to Coke because the price isbetter because of a sell, but I always go back to Pepsi.” "I realized I wanted to go back to Pepsi, when I wasthrowing more of the Coke product than the Pepsi so Imight be getting a better price but it was being wasted Based on 50+ AI-led interviews with