As Fox announces a sellout of its advertising inventory for this year’s Super Bowl—with :30 spots fetching as much as $7 million—advertisers are gearing up for the event that consistently draws over 120 million viewers, according to Nielsen.
The Super Bowl remains unparalleled in its ability to captivate audiences, with more than 80% of viewers admitting they tune in just as much for the commercials as for the game itself.
Platinum Rye Entertainment, a division of Dallas-based TMA and a leading talent and intellectual property procurer for Big Game ads, has unveiled findings from its annual Super Poll. Fielded among 1,000+ respondents in October, the survey dives into consumer attitudes toward Super Bowl commercials, covering humor, nostalgia, celebrity endorsements, and emerging trends like social influencers and fan-generated content.
Here are the Top 10 Highlights from this year’s Super Poll:
1. Laughter Tops the Charts
Consumers’ favorite Super Bowl ads remain those that bring humor. Nostalgic “throwback” ads also rank highly, reflecting the continued appeal of reimagining decades-old IP.
- Favorite Types of Super Bowl Commercials
- Hilarious (71%)
- Throwback (17%)
- Interactive (7%)
- Sentimental (5%)
2. Women Watch for the Ads
Women are more likely than men to watch the Super Bowl “mostly for the commercials,” while fewer than half of respondents overall watch primarily for the game.
- Viewership Motivations:
- Mostly for the game: Total 44% (Men 59%, Women 30%)
- Mostly for commercials: Total 18% (Women 22%, Men 13%)
- Mostly for halftime: Total 14% (Women 23%, Men 5%)
3. Celebrities Boost Entertainment and Effectiveness
Celebrity-driven ads are widely regarded as more entertaining and effective, particularly among Gen Z audiences.
- Are Super Bowl Commercials with Celebrities More Entertaining?
- Total 67%, Gen Z 79%
- More Effective?
- Total 61%, Gen Z 77%
4. Taylor Swift Leads the Pack
The “Taylor Swift effect” dominates, as she ranks as the #1 celebrity people want to see in a commercial and at halftime. President-elect Donald Trump is #3.
5. Patrick Mahomes Joins the QB Elite
Mahomes debuts in the Top 10 favorite Super Bowl quarterbacks, joining legends like Tom Brady (#1) and Joe Montana (#2).
6. The Rise of Influencers
Interest in seeing social influencers in big game ads is growing, particularly among Gen Z and African-American audiences.
7. Fan-Generated Content Resonates
Three-quarters of viewers favor fan-generated Super Bowl ads, supporting Doritos’ revival of its “Crash the Super Bowl” contest.
8. Surprise Matters
A majority of viewers prefer to see ads for the first time during the game, challenging the trend of pre-game ad releases.
9. Engagement Beyond the TV Spot
Consumers increasingly interact with big game content before, during, and after the game, highlighting opportunities for multi-channel engagement.
10. Iconic Brands Dominate
Longstanding advertisers like Doritos, Budweiser, and Pepsi continue to lead as the most-loved and memorable brands.
Implications for Marketers
With significant investment in big game ads—including production, talent, and activation costs—standing out is essential. This year’s Super Poll underscores the value of humor, nostalgia, celebrity appeal, and opportunities for audience engagement in creating memorable campaigns.
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