Super Bowl 2024 Creative Effectiveness Report

Super Bowl LVIII was one for the books. From the ultimate football sweetheart moment to some truly funny ads, 2024’s Big Game brought us lots of laughs and reconnected us with some core memories – and clarity on the turn selfward.

But who were the ad winners and who left us wanting more? Through LINK AI, Kantar’s creative measurement solution built on the world’s largest creative normative database, of the 67 ads measured, only 12 ads reached “top performer” status among priority Super Bowl measures: Impact, Power and Enjoyment.

See who got it right, as well as in-game advertising trends, what consumers are looking for, and the impact of advertising during the Big Game in our Super Bowl 2024 Creative Effectiveness Report. 

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Upcoming webinar

Want a behind the scenes look at the creative development process a Super Bowl ad? Join us on February 29th, alongside Hershey, to see how Kantar's Developer Live solution informed and optimized the creative process for their Reese’s Caramel Big Cup commercial, setting the brand up for success on advertising's biggest night.

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Past webinars

Webinar: Super Bowl LVIII & the future of fandom

Super Bowl LVIII is gearing up to be a game like never before. Younger generations are engaging with football in a way that creates new opportunities, and challenges, for America’s greatest game. View our annual Super Bowl webinar where Kantar experts uncovered how Gen-Z is transforming the future of football fandom, what Super Bowl LVIII means for streaming and media in 2024, evolving media strategies, and creative trends to watch heading into the Big Game.

Watch on-demand

Super Bowl 2024

On Brand with Kantar: Is the Super Bowl a safe space for brand purpose?

On Brand with Kantar is our new LinkedIn Live series where brand experts discuss and debate issues vital to today’s brand marketers. In our first episode, host Margot Acton and her guest Wendy Gerber tackled Brand Purpose in Super Bowl Advertising. Is there still a place for purpose in the Big Game and beyond, or is the risk too great for brands amid our current political culture wars? View the session to find out!

Watch on-demand

Featured inspiration

More inspiration

"You kinda just had to be there:" the elusive unicorn of mass appeal -  What is an ad for the masses when there is no longer a clear “mass?”

A big year for Food & Bev in Super Bowl LVIII - Food & Beverage brands tend to outperform the pack and generate more impact.

Super Bowl: advertisers and the worlds biggest brands - What are the keys to success when making a big investment in the Super Bowl?

Super Bowl: The fan perspective - U.S. sports fans view the Super Bowl more positively than any other major sporting event.

Secrets behind the best Super Bowl commercials of all time - Looking at the best ads of the Super Bowl over the years can bring valuable lessons to today’s marketers.

3 principles for Metaverse marketing ahead of the Super Bowl - The Big Game can be a big opportunity for brands to leverage the Metaverse.

Is the Super Bowl a global event? - Explore what people across the US, UK and Canada think about the Super Bowl and what game-day ads resonate with them.  

How much is a Super Bowl commercial and is it worth it? - The average cost of a Super Bowl commercial is constantly rising, but so are the rewards.

Want to learn more about Kantar's Super Bowl insights and research? Contact us here