Super Bowl LVII TV Ad Report

The Super Bowl delivered once again this year, as a thrilling matchup between the Chiefs and Eagles kept audiences glued to both the in-game action and the ads. iSpot’s second-by-second, cross-platform measurement showed the game reached 128.4 million viewers across linear and streaming, and an average minute P2+ audience of 118.2 million.

But those figures just scratch the surface of the stories surrounding this year’s Super Bowl from an audience and advertising perspective. 

iSpot’s new Super Bowl LVII TV Ad Report dives into every major takeaway, from minute-by-minute ad impressions, to key moments and creative trends and learnings including what motivates viewers to tune-in (the game, the ads, or both). Plus, see a full list of the most likeable Super Bowl spots, plus historical context on various emotional reactions.

Some of the key findings included:

• 67% of Super Bowl ads featured at least one celebrity, continuing a recent trend toward greater emphasis on famous faces.
• Humor won out yet again, as 72% of ads were Funny – the highest share in the last 10 years.
• Nearly 40% of TV ad impressions during this year’s Super Bowl were from network and streaming promos or theatrical release trailers.