Supercharge upcoming Super Bowl and other major campaigns now, with strategic creative insights from Kantar’s powerful, agile, end-to-end approach to research.

The Super Bowl comes with its fair share of competition, especially as digital becomes a bigger part of Big Game campaigns and more advertisers are able to participate. On top of a crowded space, the bar for entertainment is high, with 66% of adults agreeing that they enjoy the Super Bowl ads more than ads from the rest of the year.

Now is the time to ask:

  • Is our roster of early-stage campaign ideas ready to play?
  • Do we have the right mix of consumer interest, intrigue and potential for sustainable brand impact?
  • How can we leverage digital to amplify the moment and score big?

Getting creative right starts with great ideas and ends with optimized execution. There is no one-size-fits-all approach, and we believe in applying the right solution at the right time, whether it needs to be super-fast or deeply diagnostic.  

From idea development, to executional testing, and performance insights, Kantar's tools incorporate validated frameworks to measure and optimize the elements we know drive advertising success. 

Super Bowl Creative Effectiveness Report

We took an in-depth look at the performance of all national ads that ran during Super Bowl LVII based on three core measures of ad effectiveness in our Link AI platform, as well as in-game advertising trends, digital activations, and a breakdown of who is watching the Big Game. Download our Super Bowl 2023 Creative Effectiveness Report to dive into our findings so you can prepare for 2024. 

Download the report