TV advertising measurement firm iSpot.tv has been busy asking consumers what they thought of all the Super Bowl LVII commercials as part of its iSpot Creative Assessment service. (The offering grew out of iSpot’s 2021 acquisition of Ace Metrix.)

iSpot 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 likable, informative, etc. (More on iSpot’s methodology here.) For the purposes of the chart below, iSpot focused on “likability,” ranking the 10 commercials that earned the highest ratings in that survey category. (As always, promos for networks, shows and streaming services were excluded from consideration.)

Feel-good crowd-pleasers—starting with ads from Jeep, Amazon, Disney and The Farmer’s Dog—top the chart. Scroll down to see all 10. (Participants in USA Today’s Super Bowl Ad Meter also gave high marks to The Farmer’s Dog and Amazon.)

It’s worth noting that there’s a fair amount of overlap between what consumers found most likable and what Ad Age’s ad critics liked. See: “Super Bowl 2023 ad review—the best and worst commercials from the Big Game.” 

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Also included in the chart below are four other iSpot survey data points: the top emotion evoked by each commercial, 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.

Miss any of the Big Game ads? Head here: “Watch all the Super Bowl 2023 commercials.” And for a debrief on five of Ad Age’s favorites, check out “The top 5 Super Bowl campaigns you need to know about right now.”