Super Bowl LVII Creative Analysis

Super Bowl LVII has come and gone, but advertisers are still examining all of the Big Game commercials. A total of 54 spots dropped on Super Bowl Sunday (airing whistle-to-whistle, excluding movie trailers and TV show promos). But which TV ads resonated with viewers most? And why? 

This iSpot report provides a thorough analysis of Super Bowl LVII ad impact, and includes creative trends and insights from 14 years of Super Bowl ad measurement. The report also features deep dives into the five most likeable Super Bowl LVII spots (from brands like Jeep, Amazon and The Farmer’s Dog), with creative performance KPIs like brand recognition, emotional impact and purchase intent. 

Report takeaways include:

• Like last year’s Big Game, most 2023 ads focused on light-hearted themes, while the number of heartfelt commercials continued to drop (to a 10-year low). 
• Celebrities once again dominated Super Bowl spots, while appearances from female celebs in ads reached an all-time high (44% of Big Game ads).
• Diversity was less prevalent than in recent years, with 61% of spots including one or more BIPOC main actors (compared to 82% in 2020).