Super Bowl Ad Center/2026

Top 2026 Super Bowl Pre-release & Teasers

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The Super Bowl ad action starts well ahead of kickoff. As brands release teasers and early looks, those first impressions begin influencing performance before game day. This hub brings together every Super Bowl LX pre-release—from celebrity-driven teasers to early drops of full spots. Each release is ranked by Likeability Score and benchmarked against performance norms from the last five Big Games. You can see which early releases are breaking through, and how they stack up in the broader Super Bowl landscape.

#1

Ring Search Party Super Bowl 2026 Pre-Release, 'Be A Hero In Your Neighborhood'

755 (18% above norm)
Likeability Score
Adtastic
Top Emotion
83% (11 points above norm)
Brand Recognition
The Message
Best Thing
N/A
Est. TV Spend
#2

Budweiser Super Bowl 2026 Pre-Release, 'American Icons' Song by Lynyrd Skynyrd

747 (16% above norm)
Likeability Score
Nostalgic
Top Emotion
85% (13 points above norm)
Brand Recognition
The Visuals
Best Thing
N/A
Est. TV Spend
#3

Amazon Alexa+ Super Bowl 2026 Pre-Release, 'Chris Hemsworth Thinks Alexa+ Is Scary Good'

729 (14% above norm)
Likeability Score
Funny
Top Emotion
77% (5 points above norm)
Brand Recognition
The Characters
Best Thing
N/A
Est. TV Spend
#4

Pepsi Zero Sugar Super Bowl 2026 Pre-Release TV Spot, 'The Choice' Song by Queen

728 (13% above norm)
Likeability Score
Nostalgic
Top Emotion
90% (18 points above norm)
Brand Recognition
The Characters
Best Thing
$226,875
Est. TV Spend
#5

Lay's Super Bowl 2026 Pre-Release, 'Last Harvest'

708 (10% above norm)
Likeability Score
Heartfelt
Top Emotion
86% (14 points above norm)
Brand Recognition
The Message
Best Thing
N/A
Est. TV Spend
#6

Michelob ULTRA Super Bowl 2026 Pre-Release, 'Olympics: The Instructor' Featuring Kurt Russell, Lewis Pullman, Chloe Kim, T.J. Oshie, Song by Survivor

708 (10% above norm)
Likeability Score
Thirsty
Top Emotion
79% (7 points above norm)
Brand Recognition
The Visuals
Best Thing
N/A
Est. TV Spend
#7

XFINITY Super Bowl 2026 Pre-Release, 'Jurassic Park... Works' Featuring Sam Neill, Laura Dern, Jeff Goldblum, Song by Rupert Holmes

703 (10% above norm)
Likeability Score
Nostalgic
Top Emotion
79% (7 points above norm)
Brand Recognition
The Characters
Best Thing
N/A
Est. TV Spend
#8

XFINITY Super Bowl 2026 Teaser, 'Welcome to Jurassic Park'

699 (9% above norm)
Likeability Score
Nostalgic
Top Emotion
11% (61 points below norm)
Brand Recognition
The Visuals
Best Thing
N/A
Est. TV Spend
#9

Toyota RAV4 Super Bowl 2026 Pre-Release, 'Superhero Belt' [T1]

697 (9% above norm)
Likeability Score
Heartfelt
Top Emotion
80% (8 points above norm)
Brand Recognition
The Message
Best Thing
N/A
Est. TV Spend
#10

Dove Super Bowl 2026 Pre-Release, 'This Game Is Ours'

690 (7% above norm)
Likeability Score
Inspiring
Top Emotion
82% (10 points above norm)
Brand Recognition
The Message
Best Thing
N/A
Est. TV Spend

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Glossary Of Terms

Likeability Score
Measures the extent to which Creative Assessment survey respondents like an ad. Scores range from 1-950. A difference of +/-25 points between scores is statistically significant. The norm is 642 taking into account the last 5 Super Bowls.
Top Emotion
We measure 57 emotional reactions to an ad derived from hundreds of Creative Assessment survey respondent verbatim comments. The Top Emotion represents the reaction with the strongest signal and is at minimum stronger than 75% of all ads for that specific emotion.
Brand Recognition
Measures the strength of a brand's and/or product's presence in the creative. Equals the percent of survey respondents that accurately identified a brand (unaided) after watching an ad. A difference of +/-3% is statistically significant. The norm is 72% taking in account the last 5 Super Bowls.
Best Thing
Creative Assessment survey respondents are asked to choose their favorite aspect about the ad. Options include: Characters, Visual Scenes, Music, Brand, Product Itself, Deal or Offer, Message, and None.
Est. TV Spend
Est. TV Spend is calculated by multiplying the impressions by the cost per 1,000 viewers (CPM) divided by 1,000. It provides a foundation for an apples-to-apples comparison across all media units and advertisers.