Super Bowl LVI TV Ad Report

From audience reach to creative resonance, our Super Bowl LVI report encompasses everything a marketer wants to know about the Big Game. Get key takeaways from the first-ever unified, cross-platform measurement of America’s biggest TV event and top creative trends that played out during the game. Uncover the brands and ads that stole the Super Bowl stage based on our in-depth analysis of creative effectiveness and emotional resonance. 

Report highlights include:

• 56% of US household tuned into the telecast across NBC, Telemundo and Peacock, reaching 149.9 million people
• More than 70% of the 15.5 million total viewers that streamed the game were “cord cutters” or households without bundled pay TV service
• 74% of game day ads featuring at least one celebrity making 2022 the second most star-studded Super Bowl ever.
• Some of the most common emotions evoked by Super Bowl LVI ads include: Funny (60%), Curiosity (53%), and Nostalgic (47%)