Did These Super Bowl 2025 Commercials Score with Audiences?

By Meghan Stoneburner, director – communications 21

The Super Bowl isn't just the biggest night in football; it's also the biggest stage for advertising. With millions of viewers tuning in (around 120 million to be exact) brands pull out all the stops to create commercials that entertain, inspire and — most importantly — leave a lasting impression. Super Bowl commercials are so popular that viewers don't hit the restroom or the snack table through the ads — an unusual behavior for modern TV watchers. Viewers are paying attention to the Super Bowl ads in a way that puts more pressure on the brands to provide fans entertainment with a commercial worth remembering. A commercial that leads us from the TV to our phones and computers to post on social media and websites, sharing our opinions and driving publicity for these brands in a way that only a scandal can rival.

Viewership and Cost

In 2024, more than 123 million people in the United States tuned in to watch the Super Bowl, a record for viewership and the most popular television program in American history. That means approximately 36% — more than one-third — of the U.S. population watched the Big Game. In fact, beginning in 2006, the NFL broke viewership records for six straight years, peaking at more than 111 million people watching Super Bowl XLVI. A 30-second ad during Super Bowl 59 cost about $8 million. The amount has steadily increased since 1967, when it was $37,500. In fact, ads during the big game in 2024 cost $7 million each. The price has jumped a whooping $1 million in one year. The price tag is obviously insane but for some brands, if the commercial is memorable enough, that money is worth the impact.

For some classic companies, a Super Bowl commercial is almost expected. Budweiser has had the most Super Bowl commercials with 142 ads since 1967. It would be odd not to see a Budweiser commercial during the big game, a Doritos ad with tons of action and colors, a heartfelt Coca-Cola commercial or a Ford truck driving across a desert. These brands show up every year with a memorable Super Bowl ad and for good reason. Data shows that 41% of consumers notice brands more and are more likely to purchase from them after watching Super Bowl ads. That statistic alone is why some companies are willing to shell out $8 million for a 30-second spot.

What we Saw in 2025

Artificial Intelligence

Every Super Bowl, we see trailers for movie premiers and sporting events. Cars and truck companies always showcase wild, action-packed ads with flying dust and incredible stunts. Every year, we also see some of the same themes repeated in these commercials, from celebrity spots to heartfelt ads, but this year, we saw some AI-generated or focused ads as well.

AI in this year's big game ads was used in a humorous way where it was obvious and silly, making the commercials memorable on many levels. Seeing the musician Seal perform his hit song as an AI-generated seal was one of the more hysterical (and surreal) moments of the Super Bowl. Google Pixel went the opposite route and pulled at our heartstrings by showing how their AI services can help you prep for job interviews.

Celebrity and Nostalgia

Some of the most nostalgic marketing campaigns at Super Bowls in years past often showcased celebrities. Bringing back characters from our childhoods, past commercials, reboots and celebrity cameos makes a lasting impression that stays with us long after the commercial is done. In fact, it's hard to find a Super Bowl ad this year that didn't include a celebrity.

But some celebrities aren’t actors or musicians but other recognizable stars from past commercials like the Clydesdale horses from Budweiser. You know them from decades-old commercials and immediately recognize those horses as furry companions in these branded beer ads. They made a surprise return this year with a new Budweiser commercial featuring a young Clydesdale horse showing what he's made of and causing viewers to “Awww” in unison.

Meg Ryan and Billy Crystal brought back their iconic scene from the 1989 movie When Harry Met Sally for a Hellman's commercial. Instacart won this theme by including a ton of food mascots like the Jolly Green Giant and Mr. Clean in their ad. One of our favorite Super Bowl ads that used nostalgic purposes was Disney's commercial, which showed us how sad life would be without some of the iconic Disney characters like Joy from Inside Out and The Avengers.

Celebrities popped up in the majority of Super Bowl ads bringing their familiar faces to our screens in humorous and emotional ways. Whether you like the celebrity or can't stand them, most people have a noticeable reaction to commercials featuring recognizable celebrities.

Michelob Light showcased Catherine O'Hara and Willem Dafoe as pickleball hustlers, taking unsuspecting players for all the Michelob Light they could get their hands on. Matthew McConaughey and Greta Gerwig made us question whether the Super Bowl was invented to make viewers hungry and sell more food, all thanks to Uber Eats. Duracell leaned into the joke that Tom Brady is a robot by putting him in a commercial where his batteries die because they aren't Duracell. While not celebrities, one of the most adorable Super Bowl ads of 2025 featured 4 elderly ladies taking the world by storm with the protection of Weather Tech on their side.

Activism

We all love funny ads featuring celebrities and mascots, but the ads with some of the most impactful reactions are all purpose-driven advertising showcasing social causes and activism. The Super Bowl attracts the eyes of millions of people, which is the perfect time for brands to focus on what matters the most to them.

This year we saw celebrities pushing everyone to save lives through breast exams for YourAttentionPlease.com. Dove asked us to change the way we speak to little girls about the value of their physical appearance and Pfizer reminded us that they are working to eradicate eight forms of cancer. The NFL featured a heartwarming commercial repeating the phrase "I am somebody" as young athletes are reminded they can do anything they set their minds to. One brand combined both humor and thoughtful response to social issues – The NFL shared a 90s-inspired commercial that pushed for girls’ flag football to become a varsity sport in all 50 states.

Super Bowl 2025 proved once again that brands willing to take creative risks and push the boundaries of storytelling are the ones that leave a lasting impact. Whether through humor, nostalgia, emotional storytelling or cutting-edge technology, the best commercials didn't just entertain, they sparked conversations and deepened brand connections. As the advertising world evolves, companies embracing bold ideas and authentic engagement will stand out in a crowded marketplace.