Super Bowl LVI Creative Analysis

This report provides marketers with an in-depth analysis of Super Bowl LVI TV and video ad creatives and the notable trends that emerged during the Big Game. Get a close look at how the most likeable Super Bowl LVI spots performed on brand impact KPIs such as persuasion, brand recognition, purchase intent and emotional resonance.

Report highlights include:

• Super Bowl LVI ads reverted to more light-hearted and humorous themes, while heartfelt spots were seen less frequently compared to years past.
• After a dip in 2021, female inclusion in Super Bowl ads picked up in 2022.
• 21 brands made their Super Bowl debut in 2022, but seasoned Big Game advertisers drew from past experience to garner a higher Likeability score than “rookies” on average.
• 74% of Super Bowl LVI ads featured at least one celebrity, but those that starred multiple famous faces outperformed single-celebrity spots on average.