The Super Bowl isn't just a championship game—it's a cultural phenomenon where brands compete for attention with multi-million-dollar ads. This year's commercials were no exception, offering a mix of humor, heart and cutting-edge creativity. To break down the trends, successes and future of Super Bowl advertising, we sat down with Professor Yakov Bart, an expert in marketing and consumer behavior at the D'Amore-McKim School of Business. Here's what he says about this year's standout ads and what they reveal about the future of advertising.
Emotional storytelling takes center stage
One of the most striking trends in this year's Super Bowl ads is the shift toward emotional and socially resonant storytelling. Bart notes, “Ads are increasingly telling stories that connect with audiences on emotional and social levels. Compared to previous years' focus on humor or shock value, many ads now emphasize human connection, authenticity and community.”
For example, Pfizer's ad showcases a patient's cancer-fighting journey, while Nike pays tribute to female athletes, and Lay's tells the heartwarming story of a young girl growing a potato for their chips. These ads don't just sell products—they tell stories that resonate deeply with viewers, creating a lasting emotional impact.
Which brands get the most bang for their buck?
With Super Bowl ad slots costing over $7 million for just 30 seconds, brands need to ensure their investment pays off. According to Bart, the most successful ads are those that align seamlessly with the brand's overall story and tap into current cultural moments.
“This year, Budweiser's iconic Clydesdales ad rises to the top, ranking number one on the USA Today Ad Meter and receiving the most brand playback after the game, per Ipsos' FastFacts study,” Bart explains. The ad combines nostalgia with a heartfelt narrative, proving that humor and heart remain a winning formula.
But how do brands determine whether their Super Bowl ad is a success? Bart highlights three key metrics: immediate social media buzz, long-term brand recognition, and sales impact.
“Tracking real-time engagement metrics—mentions, shares, hashtags—is crucial for assessing the ad's immediate impact,” Bart says. “In the longer term, brands use surveys, brand recall studies and longitudinal research to determine whether the ad contributes to a sustained uplift in brand perception. For sales impact, some brands also track conversion, both online and offline.”
This multi-layered approach ensures that brands can evaluate both the short-term excitement and the long-term value of their Super Bowl investments.
The rise of AI in Super Bowl ads
This year, AI plays a more prominent role in Super Bowl ads, from personalized digital content to optimizing ad placements. Bart believes this is just the beginning.
“AI is being used for everything from optimizing ad placements to personalizing digital content and even creating parts of the ad creative,” Bart says. “As technology evolves, we can expect AI to play an even larger role, particularly in data-driven targeting and real-time analytics. AI might also open new creative possibilities that allow for hyper-personalized viewer experiences.”
As streaming and digital platforms continue to grow, the role of Super Bowl ads evolves. Bart explains, “Super Bowl ads are no longer just live TV events—they're multi-channel experiences. Brands are now designing ads that not only captivate the live audience but also drive digital engagement.”
This means that successful ad strategies now include digital teasers, interactive online components and follow-up content across various platforms. “The ad becomes a gateway to deeper consumer interactions, rather than the sole, isolated source of engagement,” Bart adds.
This year's Super Bowl ads demonstrate the power of storytelling, the importance of aligning with brand identity and the growing influence of technology in advertising. As Bart summarizes, “Super Bowl ads continue to evolve, reflecting broader shifts in consumer behavior and technological advancements. Brands that can balance creativity, emotion and strategy will continue to stand out in this high-stakes arena.”