Early Super Bowl winners—5 ads that are already hits with consumers

Welcome to Ad Age Datacenter Weekly, our data-obsessed newsletter for marketing and media professionals. 5 of the most-liked Super Bowl 2025 commercials so far Every Super Bowl, TV measurement firm iSpot.tv conducts flash consumer surveys about Big Game commercials as a part of its iSpot Creative Assessment service. Each spot is shown to a unique panel of 500 people who fill out a standardized survey to gauge their feelings. The day after the Super Bowl, Ad Age reveals the 10 most-liked Super Bowl ads based on iSpot’s complete dataset. (Flashback: Here’s the 2024 top 10 list.) Given that plenty of brands have been dropping not only teasers but full ads in the run-up to Super Bowl Sunday, iSpot already has a pretty good idea of what its most-liked ranking might include. Of course, a lot can happen between now and game time—and at least a few brands are expected to air ads on Sunday that haven’t been prereleased. But for now, iSpot is dropping this shortlist—shared first with Datacenter Weekly—of five Super Bowl LIX ads that have scored extremely well with consumers so far. Note: Because the full race is far from over, the list is presented here alphabetically: Booking.com: “Get Your Stay Ridiculously Right” The Muppets earn their paychecks. Budweiser: “First Delivery” Thanks, Clydesdales.Doritos: “Abduction” The brand’s “Crash the Super Bowl” contest delivers. Pringles: “The Call of the Mustaches” Celebrity mustaches gone wild. Reese’s: “Don’t Eat Lava Eat a Reese’s Chocolate Lava Big Cup instead, of course.Come back to AdAge.com on Monday, Feb. 10, for the full ranked top 10 list. Become an All Access subscriber Get access to exclusive resources including Leading National Advertisers, World’s Largest Advertisers, Agency Report, Agency Review Tracker and TV Pricing Report. Click here Ad industry employment sees small gain in January “Employment in advertising, public relations and related services eked out a gain of 300 jobs in January,” Ad Age’s Bradley Johnson reports. “Overall U.S. employment rose by 143,000 jobs last month, coming in below forecasts, according to the monthly employment report from the Bureau of Labor Statistics.” Keep reading for Johnson’s drill-downs by BLS ad industry classifications. Macroeconomic news and data in a nutshell • “US Initial Jobless Claims Pick Up, Still Near Pre-Covid Levels,” Bloomberg News reports • “Fed officials are raising concerns about the impact Trump’s tariffs could have on inflation,” per CNBC • “30-Year Mortgage Rates Sink to New 7-Week Low,” from Investopedia Paramount and Nielsen come to terms on measurement partnership renewal “Paramount and Nielsen have renewed their measurement partnership after a four-month standoff,” Ad Age’s Parker Herren reports. The details: “The multiyear renewal will include measurement for all Paramount linear and streaming platforms, as well as licenses for new Nielsen services including Big Data + Panel, Advanced Audiences, Ad-Supported Streaming Platform Ratings, Nielsen One Ads for CTV and national out-of-home, which Nielsen announced earlier today now covers 100% of U.S. consumers,” Herren notes. Essential context: “The blackout began over ‘substantial price increases,’ Paramount’s president of advertising, John Halley, wrote in a letter to clients last September,” Herren adds. “Nielsen later disputed the claim in another letter to advertisers written by CEO Karthik Rao last November, pointing out shortcomings in Paramount’s decision to select VideoAmp as its primary currency for transacting TV ad deals in Nielsen’s absence.” Keep reading here. Super Bowl commercials Tracking the latest brand and agency plans Click here Google’s cloud business slows as data center buildout costs balloon “Google parent Alphabet posted fourth-quarter revenue that missed analysts’ expectations as growth in its cloud business slowed,” Bloomberg News reports (via Ad Age).The details: “Sales, excluding partner payouts, were $81.6 billion, Alphabet said in a statement. Analysts had projected $82.8 billion, according to data compiled by Bloomberg.” Essential context: “The company also projected $75 billion in 2025 capital expenditures, far exceeding the $57.9 billion that analysts expected, related to a buildout of data centers and infrastructure for artificial intelligence.” Keep reading here. Also see: Pinterest’s fourth-quarter ad sales, revenue outlook top estimatesAnd: Snap’s sales top estimates on strength of ads, subscriptions NextGen Marketing Summit Join us for a crash course on Gen Z, DTC marketing and the creator economy Register today Just briefly • “How Omnicom plans to save $750 million a year after acquiring IPG,” from Ad Age • “Treasury agrees to interim ban on Elon Musk’s DOGE accessing the financial data of millions of Americans,” Business Insider reports • “Data Hoarders Are Rushing to Save Vanishing US Health Records,” per Bloomberg News • “5 things marketers can do to abolish data silos,” from MarTech The newsletter is brought to you by Ad Age Datacenter, the industry’s most authoritative source of competitive intel and home to the Ad Age Leading National Advertisers, the Ad Age Agency Report: World’s Biggest Agency Companies and other exclusive data-driven reports. Access or subscribe to Ad Age Datacenter at AdAge.com/Datacenter. Ad Age Datacenter is Bradley Johnson and Joy R. Lee.

Early Super Bowl winners—5 ads that are already hits with consumers

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