By the numbers: Super Bowl LVI

Linda J. Dodson

ads shown*

unique advertisers

minutes of national ad air time*

price per 30-second ad

*Number excludes house spots promoting NBC, Peacock and NFL

(Source: Kantar)

Viewership for the game was up 12%from last year.
36 million households tuned in this year, up from 32 million in 2021.
(Source: Samba TV)

The first half of the Super Bowl was weighted with more ads, also generating the greatest volume of reactions on Twitter.
(Source: Brandwatch)

Ad prices increased 16% from 2021

Price per 30 seconds of ad time in dollars.

Total in-game ad spend, 2018-2021 (in millions of dollars)

Freshman advertisers:

Bud Light Seltzer Hard Soda

Rookie advertisers represent around 40%of all ads this year.
(Source: NBC)

Top 5 ads from USA Today Ad Meter (by sentiment)

Brand & ad Avg. rating
1 Rocket Mortgage: “Dream House with Anna Kendrick and Barbie” 6.82
2 Amazon: “Mind Reader” 6.77
3 Doritos/Cheetos: “Push It” 6.73
4 Kia: “Robo Dog | The All-Electric Kia EV6” 6.61
5 Toyota: “Brothers” 6.51

Rocket Mortgage: “Dream House with Anna Kendrick and Barbie”

Worst 5 ads from USA Today Ad Meter (by sentiment)

Brand & ad Avg. rating
1 CoinBase: “Coinbase Big Game ad” 3.8
2 eToro: “Flying Your Way” 4.2
3 Bud Light Next: “Zero In The Way Of Possibility” 4.3
4 Wallbox: “Can #SuperchargedSeth Embrace Electricity Again?” 4.3
5 DraftKings: “Fortune: Life’s a Gamble” 4.3

mentions of Super Bowl itself (as of Monday 9 a.m. ET)

mentions for all things Super Bowl (ads, pregame poet and related programming)

Cryptocurrency exchanges FTX (224K) and Coinbase (67K) were the most discussed ads of the night, followed by Anheuser-Busch’s Michelob Ultra (57K). (Source: Talkwalker)

368,000 Twitter mentions of celebrities who appeared in ads during the game, with Mary J. Blige and LeBron James leading the pack. (Source: Brandwatch)

Ads that drove the most online engagement

Brand Engagement
1 Coinbase 386,073
2 Google 60,752
3 FTX 51,113
4 Bud Light 32,934
5 T-Mobile 31,383
6 Toyota 27,448
7 Meta 26,637
8 General Motors 26,250
9 eToro 22,781
10 Expedia 17,922

(Source: Talkwalker)

Top brands mentioned on Twitter during the Super Bowl

Brand Total mentions
1 Cincinnati Bengals 223,534
2 National Football League 220,096
3 NBC 87,544
4 Twitter 86,247
5 Los Angeles Rams 52,887
6 Coinbase 21,256
7 Avocados from Mexico 13,865
8 Captain Morgan 10,841
9 Samsung 8,465
10 Horizon Zero Dawn 7,900

(Source: Talkwalker)

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