Super Bowl LX - THE MEASURE

Toyota Goes for Heartfelt Vibes with Super Bowl LX Ads

Automakers are not the driving force for Super Bowl ads that they once were. During this year’s game, auto brands accounted for just under 5% of total ad minutes, down from 7% last year and a huge decrease from the 40% in 2012's Super Bowl, according to

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Animals, Children Played Super Bowl LX To Draw

The team with the animal mascot (the Seahawks) won Super Bowl LX, but what about the ad battle? How did animals fare during commercial breaks? Data from iSpot expands upon the data behind popular Big Game costars like kids and animals to see who came out ahead: * For years, animals

Data Dose Newsletter

The Super Serious Bowl (Ad-Wise)

Laughs take a tumble in Super Bowl LX, Bad Bunny's big halftime, and more in this week's Data Dose newsletter.

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Universal Wins for Movie Trailer Likeability at Super Bowl LX

According to iSpot data, Super Bowl LX’s movie trailers reinforced a familiar takeaway: Recognizable characters and franchises

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SAGE, Why Were Super Bowl Ads Less Funny In 2026?

As already covered in this space, Super Bowl LX's ads were significantly less funny in 2026. iSpot Creative Assessment data showed that after three straight years of 70% of ads scoring for humor, "funny" scores declined all the way to 48% in 2026. But why the

SPORTS

Bad Bunny Bounces To Big Super Bowl On Instagram

Part of Bad Bunny's major appeal as a Super Bowl halftime performer was his Gen Z-focused audience. Before the game, data from Tubular Labs revealed that nearly 71% of Bad Bunny's YouTube audience was Gen Z, and those viewers were also likely to create content about

SPORTS

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

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Viewers Are Saying ‘WTF’ to AI-Related Super Bowl Ads

AI will play a part in multiple Super Bowl ads this Sunday, but data from iSpot suggests that many of the campaigns — whether created with AI or promoting AI products and capabilities — aren’t scoring touchdowns with viewers. Of the AI-related Super Bowl LX teasers and pre-releases that have been

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Three of the Most-Liked Super Bowl Pre-Releases Right Now

Ads from Ring, Pepsi Zero Sugar and Dove are scoring notably high for likeability among viewers, per iSpot.

CREATOR ECONOMY

How MrBeast and Salesforce are Connecting New Audiences at Super Bowl LX

As MrBeast announced his partnership with Salesforce for Super Bowl LX, the collaboration signaled more than a high-profile ad buy—it marked a strategic attempt to connect two audiences. By tapping into MrBeast’s massive, creator-driven reach, Salesforce appears to be using the Super Bowl moment not just for scale,

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As Automakers Pull Back, Toyota Bets on Emotion This Super Bowl

The spot ranks fourth overall for likeability among Super Bowl LX teasers and pre-releases, per iSpot.

Data Dose Newsletter

The Socialization Super Bowl

Understanding what audiences find important during the Super Bowl, creators' Big Game moment, and more in this week's Data Dose newsletter.

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Super Bowl LX Brings Celebrity Reunions and a Fresh Wave of Nostalgia

Celebrity-packed Super Bowl ads aren’t new, but for Super Bowl LX, some brands are leaning into something even more familiar: Cast reunions that tap directly into pop-culture memory. That strategy builds on an already star-heavy trend. According to iSpot, 68% of last year's Super Bowl ads featured

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Liquid I.V. Enters the Field As Super Bowl Embraces Wellness

Liquid I.V. says, “On the biggest stage in American sports, we’re showing up to remind the world that hydration isn’t optional. It’s essential.”

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How Skittles Used 'Pleasant Perplexity' To Win The Super Bowl Without A Buy

Skittles is famously "unmistakably Skittles," a brand that has earned its reputation for "weirdness" through a long history of surreal, thumb-stopping campaigns. For the upcoming Big Game, the brand is swerving around the traditional $7 million media buy in favor of a first-of-its-kind experiential stunt: a

Super Bowl LX

For the Super Bowl, Viewers Rank Socializing Nearly As High As the Game Itself

56% of surveyed viewers said socializing with friends and family during the Big Game is key, per MX8 Labs.

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How Squarespace Mastered Cinematic Storytelling to Drive Super Bowl Intent

Squarespace has cemented its status as a Super Bowl mainstay by consistently pairing standout creativity with innovative storytelling. For over a decade, the brand has leveraged "cinematic" spots and A-list celebrity talent—including Zendaya, Adam Driver, and Martin Scorsese—to share deeply human stories. iSpot’s assessment of