Doritos, Bud Light Lead Super Bowl Ads for Brand Recognition

Pfizer may have come out on top for overall likeability among Super Bowl LIX ads, but that's just one measure of success. iSpot also tracked brand recognition — the share of viewers able to name the specific brand, unaided, after viewing — across Big Game ads, and Doritos and Bud Light tied for No. 1, both with 93% brand recognition, 19 points above the norm. For both, the brand/product was featured very heavily — in almost every shot — which likely cemented the high brand recognition.

• 33% of viewers considered the visual scenes to be the single best thing about Doritos' "Crash the Super Bowl: Abduction," with top emotions/reactions being "curiosity," "funny" and "love it."

• Meanwhile, the characters ranked highest (31%) for Bud Light's star-studded "Big Men on Cul-de-Sac," featuring Post Malone, Shane Gillis and Peyton Manning. Top emotions/reactions included "funny," "memorable" and "quirky."

• Ritz also leaned into celebrities for its ad, which ranked second for brand recognition. "RITZ Salty Club" stars Bad Bunny, Aubrey Plaza and Michael Shannon, and it had a 91% brand recognition (17 points above the norm). When asked about the single best thing, 29% of viewers said the characters, while 25% cited the product itself.

• Taco Bell was just behind Ritz, scoring 90% brand recognition (16 points above the norm) for "Celebration of Fans." 18% of viewers said the single best thing was the characters, which included LeBron James and Doja Cat amidst tons of on-screen pictures of "randos - not famous people," as the narrator notes.

• T-Mobile stood out as the only non-food/drink brand in the top five by brand recognition (89%, 15 points above the norm). "If You Can See the Sky" explains how T-Mobile has partnered with Starlink for a space-based network for unwavering connectivity, no matter your location. The ad also didn't rely as heavily on branding images as the other spots, but clearly it was memorable enough to rank fourth.

• Dunkin also had 89% brand recognition for its "DunKings 2" spot featuring Ben Affleck, Casey Affleck, Jeremy Strong and Bill Belichick. The characters ranked highest for single best thing (27%).