Every year, brands pour millions of dollars into securing a coveted Super Bowl ad slot, knowing their commercials will reach millions of households across the US and beyond. The Super Bowl isn’t just a championship game, it’s the biggest advertising stage in the world, where brands debut their most high-profile campaigns.
From humour-filled spots to star-studded commercials, Super Bowl ads aren’t just about selling products, they’re about creating moments that stick with audiences long after the final whistle. So, which ads left a lasting impression this year? And more importantly, did they drive people to take action?
The brands that scored big
With over 100 million viewers watching the game, brands know that standing out is key. But what exactly makes an ad unforgettable? We surveyed 304 Super Bowl fans from our US panel to find out which commercials made the biggest impact in 2025:
Budweiser, Doritos and Dunkin’ were the Top 3 most memorable Super Bowl ads
So what enhances an ad’s impact to make it unforgettable?
75% say humour
40% say celebrity appearances
40% say a unique concept
30% say emotional appeal
Do high-impact ads influence consumer purchases?
Super Bowl ads create buzz, spark conversations, and often go viral, giving brands exposure far beyond game night. With millions invested, brands want to see a major return on investment – but just how powerful is the Super Bowl in influencing consumer behaviour?
According to our survey, 57% of American viewers said they’re likely to purchase from a brand after seeing its Super Bowl ad. This highlights that these high-profile commercials do more than entertain – they influence consumer engagement and shape buying decisions.
The infographic below represents key findings from our research:
