Super Bowl 2025’s 10 most liked commercials, according to iSpot’s surveys

TV measurement firm iSpot.tv has been busy asking consumers what they thought of all the Super Bowl LIX commercials as part of its Creative Assessment service. The company showed each national Super Bowl ad to a unique panel of 500 people and then had the panelists fill out standardized surveys to gauge if they thought a given ad was likeable, informative, etc. (More on iSpot’s methodology here.) For the purposes of the chart below, iSpot focused on “likeability,” ranking the 10 commercials that earned the highest ratings in that survey category. (Network promos and movie trailers were excluded from consideration.) More from Ad Age: Super Bowl 2025 ad review—the best and worst commercials See also: USA Today’s Super Bowl Ad Meter revealed Also included in the chart below are three other iSpot survey data points: brand recognition (i.e., the percentage of respondents who were able to name-check the brand after watching the ad), positive purchase intent (i.e., the percentage of respondents who said the ad made them want to buy the product) and the “best thing” (per iSpot’s survey question) about the ad in question. Most Likeable Super Bowl LIX Ads (Excluding network promos and movie trailers) Pfizer: Knock Out 1st Quarter, 60s 1 Likeability: 764 Brand Recognition: 78% Positive Purchase Intent: 43% Best Thing: Message Doritos: Abduction 1st Quarter, 30s 2 Likeability: 751 Brand Recognition: 93% Positive Purchase Intent: 70% Best Thing: Visuals Budweiser: First Delivery 2nd Quarter, 30s 3 Likeability: 751 Brand Recognition: 82% Positive Purchase Intent: 54% Best Thing: Visuals Booking.com: Get Your Stay Ridiculously Right 4th Quarter, 30s 4 Likeability: 739 Brand Recognition: 87% Positive Purchase Intent: 59% Best Thing: Characters Little Caesars: Whoa 1st Quarter, 30s 5 Likeability: 735 Brand Recognition: 88% Positive Purchase Intent: 73% Best Thing: Product Rocket Mortgage: Own the Dream 2nd Quarter, 60s 6 Likeability: 735 Brand Recognition: 78% Positive Purchase Intent: 57% Best Thing: Music NFL: Somebody 2nd Quarter, 60s 7 Likeability: 729 Brand Recognition: 65% Positive Purchase Intent: 62% Best Thing: Message Nerds: Wonderful World of Nerds 3rd Quarter, 30s 8 Likeability: 727 Brand Recognition: 79% Positive Purchase Intent: 65% Best Thing: Visuals Reese's: Don't Eat Lava Halftime, 30s 9 Likeability: 725 Brand Recognition: 86% Positive Purchase Intent: 73% Best Thing: Product Pringles: The Call of The Mustaches 2nd Quarter, 30s 10 Likeability: 725 Brand Recognition: 85% Positive Purchase Intent: 67% Best Thing: Visuals Data provided by iSpot Creative Assessment Methodology - Each breaking TV and video ad is rapidly surveyed by 500+ US consumers (demographically balanced to the Census), providing a pure assessment of creative impact. Quantitative and qualitative insights reveal what consumers think and how they feel about an ad. Likeability Score - Measures the extent to which Creative Assessment survey respondents like an ad. Scores range from 1-950. A difference of +/-25 points between scores is statistically significant. The norm is 641 taking in account the last 5 Super Bowls. Brand Recognition - Measures the strength of a brand’s and/or product’s presence in the creative. Equals the percent of survey respondents that accurately identified a brand (unaided) after watching an ad. A difference of +/-3% is statistically significant.The norm is 74% taking in account the last 5 Super Bowls. Positive Purchase Intent - The percent of survey respondents that reported an increased desire to purchase or visit a given brand or product after watching an ad. A difference of +/- 3% is statistically significant.The norm is 47% taking in account the last 5 Super Bowls. Best Thing - Creative Assessment survey respondents are asked to choose their favorite aspect about the ad. Options include: Characters, Visual Scenes, Music, Brand, Product Itself, Deal or Offer, Message, and None. Super Bowl ad review The best and worst commercials from the Big Game Click here

Super Bowl 2025’s 10 most liked commercials, according to iSpot’s surveys

Featured Stories