By the numbers: Super Bowl LVI

The big game's ads, broken down by sentiment, social engagement and more.
Adeline Kon/Marketing Dive
Overview
68 ads shown*
56 unique advertisers
44 minutes of national ad air time*
$6.5M price per 30-second ad
*Number excludes house spots promoting NBC, Peacock and NFL
(Source: Kantar)

Viewership for the game was up 12%from last year.
36 million households tuned in this year, up from 32 million in 2021.
(Source: Samba TV)

The first half of the Super Bowl was weighted with more ads, also generating the greatest volume of reactions on Twitter.
(Source: Brandwatch)

Ad prices increased 16% from 2021

Price per 30 seconds of ad time in dollars.

Total in-game ad spend, 2018-2021 (in millions of dollars)

Brands
Freshman advertisers:
Bud Light Next
Bud Light Seltzer Hard Soda
Monday.com
Irish Spring
Sam's Club
Wallbox
Booking.com
QuickBooks
Crypto.com
Rakuten
FTX
ClickUp
Caesars Sportsbook
Planet Fitness
eToro
The Botanist
Tonal
Greenlight
Polestar
Liquid Death
Coinbase
Cue Health
Visit California

Rookie advertisers represent around 40%of all ads this year.
(Source: NBC)

Ad sentiment

Top 5 ads from USA Today Ad Meter (by sentiment)

Brand & ad Avg. rating
1 Rocket Mortgage: "Dream House with Anna Kendrick and Barbie" 6.82
2 Amazon: "Mind Reader" 6.77
3 Doritos/Cheetos: "Push It" 6.73
4 Kia: "Robo Dog | The All-Electric Kia EV6" 6.61
5 Toyota: "Brothers" 6.51

Rocket Mortgage: "Dream House with Anna Kendrick and Barbie"

Worst 5 ads from USA Today Ad Meter (by sentiment)

Brand & ad Avg. rating
1 CoinBase: "Coinbase Big Game ad" 3.8
2 eToro: "Flying Your Way" 4.2
3 Bud Light Next: "Zero In The Way Of Possibility" 4.3
4 Wallbox: "Can #SuperchargedSeth Embrace Electricity Again?" 4.3
5 DraftKings: "Fortune: Life's a Gamble" 4.3
Social media
4.9M mentions of Super Bowl itself (as of Monday 9 a.m. ET)
8.6M mentions for all things Super Bowl (ads, pregame poet and related programming)

Cryptocurrency exchanges FTX (224K) and Coinbase (67K) were the most discussed ads of the night, followed by Anheuser-Busch's Michelob Ultra (57K). (Source: Talkwalker)

368,000 Twitter mentions of celebrities who appeared in ads during the game, with Mary J. Blige and LeBron James leading the pack. (Source: Brandwatch)

Ads that drove the most online engagement

Brand Engagement
1 Coinbase 386,073
2 Google 60,752
3 FTX 51,113
4 Bud Light 32,934
5 T-Mobile 31,383
6 Toyota 27,448
7 Meta 26,637
8 General Motors 26,250
9 eToro 22,781
10 Expedia 17,922
(Source: Talkwalker)

Top brands mentioned on Twitter during the Super Bowl

Brand Total mentions
1 Cincinnati Bengals 223,534
2 National Football League 220,096
3 NBC 87,544
4 Twitter 86,247
5 Los Angeles Rams 52,887
6 Coinbase 21,256
7 Avocados from Mexico 13,865
8 Captain Morgan 10,841
9 Samsung 8,465
10 Horizon Zero Dawn 7,900
(Source: Talkwalker)