2025超级碗LIX电视广告透明度报告：创意与观众洞察

SUPER BOWL LIXTV TRANSPARENCY REPORT Making a Measurable Impact Fragmentation dominates today’s media. But once per year, the Super Bowl defies it. Over 124million viewers tuned into Super Bowl LIX across TV, streaming, and social—a rare “anti-fragmentation” moment. For brands, a golden opportunity to reach a mass audience at once. But opportunity comes at a cost—$8 million for 30-seconds. Entertainment alone won’t cut it.Creative needs to spark action, and ultimately move the purchase intent needle or deliver long-term brand outcomes. Beyond the Big Game, fragmentation is now the rule, making it harder for brands to gain a fullfunnel view of their video ads across platforms. That’s where iSpot comes in. Our ad-first measurement unifies creative, audience, and outcomes. We track every ad with acatalog of 2.5 million creatives, powered by data from 83 million smart TVs and set-top boxes. WithMRC-accredited ad airing detection, iSpot delivers unmatched quality, transparency, and trust. This report, powered by iSpot’s second-by-second audience analysis, uncovers key creative andaudience trends from Super Bowl LIX—from likeability to purchase intent—and reveals insights thatcan help brands make a measurable impact with their future campaigns. Now – onto the insights! Super Bowl LIX: Still King of Live TV Super Bowl LIX may not have delivered the most thrilling game, but it solidified its status as theundisputed leader of live TV. Despite a small 1.75% dip in viewership from last year, the event drew ajaw-dropping 124.32 million viewers across TV, streaming, and out-of-home. Even more impressive,household reach grew by 4.55% YoY, proving the Super Bowl’s unmatched ability to unite audiencesin today’s fragmented media landscape. Streaming hit record highs, with Tubi making history as the first FAST channel to stream the game,boosting overall reach. Humor once again dominated the ads, but emotional spots from brands likePfizer and Budweiser truly stood out, scoring high on Likeability. Creative this year leaned into safe humor and message-driven storytelling. And in what’sincreasingly becoming the “Buy Now” Bowl, more brands spotlighted products primed for instantconsumer action—think food and beverage—over high-consideration buys like auto. While the game itself may have lost some steam, the Super Bowl’s influence remains unmatched—proving that no other event comes close in terms of audience scale and impact. Gameday SummaryKey TakeawaysAudience InsightsCreative InsightsFull Gameday Ad RankingsMovie Trailer InsightsAbout iSpotGlossaryTable of Contents0305060915323637SUPER BOWL LIXTV TRANSPARENCY REPORT KeyTakeaways FIRST “FAST” STREAM SPANISH AD LOADS The dual spanish broadcast (Fox Deportesand Telemundo) provided even more adopportunities this year with 17 brandsopting to produce a different creativevariation that more aligned with theSpanish audience compared to what airedon the main linear FOX broadcast. Tubi made history as the first FAST channelto stream a Super Bowl. This freeavailability led to record-high streamingviewership, with an average minuteaudience (P2+) of 15.02 million. Ad loadswere the same as FOX, helping brandsboost reach across platforms. HUMOR PLAYED IT SAFE “BUY-NOW” BOWL Humor was prevalent in Super Bowl ads(again), with 71% generating laughs.However, brands played it safe, opting forhumor that was broadly appealing and notcontroversial. This strategy paid off, withmost of the top 10 ads, like Doritos andPringles, being seen as some of the funniestas well. Super Bowl LIX saw a shift toward the "Buy-Now Bowl," as brands with nearer-termROAS dominated while auto ad shareshrank. With 30-second air time costing upto $8 million, brands focused on immediatereturns, using the game to drive short-termsales lift. MESSAGES THAT MOVED CELEB SHIFTS Four of the top 10 most likeable ads took aserious, emotionally resonant approach,moving beyond humor to reflect on deeperthemes. Brands like Pfizer, Budweiser, andJeep earned Likeability Scores in the 90thpercentile & up, proving emotional ads canstand out in a high-energy Super Bowl. Celebrity presence in Super Bowl ads hit66%, but female and diverse representationdeclined. Brands leaned into multi-celebcasts, with standouts like David Beckham,Matt Damon, Gordon Ramsay, and PeteDavidson stealing the spotlight as the bestparts of their respective ads. AUDIENCEINSIGHTS The Anti-Fragmentation Moment In-Home Viewership Even in today’s fragmented media world, the Super Bowl remains the one event that brings everyonetogether. This year’s game pulled in 124.32 million average viewers. Total viewership dipped 1.75% fromlast year, but household reach grew 4.55% YoY, and streaming hit a record high. Out-of-homeviewership dropped 6.43% as bars and watch parties thinned out in the second half, with the gamelosing steam and the late hour wearing on East Coast audiences. In-Home audience built through the first half—until Cooper DeJean’s