Super Bowl LX Ads Get Serious

After years of laughs leading the way during the Super Bowl, this year's game got a bit more serious – or at least a lot less funny.

Data from iSpot's Creative Assessment survey showed that just 48% of Super Bowl ads scored for "funny" in 2026, which was a new low since the company started tracking for those reactions in 2014.

• At least half of every year's ads since 2014 have been seen as "funny" by survey respondents, with the last three years sitting above 70%.
• "Heartfelt" ads have been on a downward swing in recent years, after trending closer to funny ads in 2014, less than a quarter of ads have scored for heartfelt ever year since 2022.
• For Super Bowl LX, the funniest ad was Bud Light's "Keg," featuring Post Malone, Peyton Manning and Shane Gillis.

Learn more about the biggest trends from this year's Super Bowl. Be sure to register for Tuesday's expert AdAge webinar recapping the game's ad trends with iSpot and GM.