Super Bowl LIX: Creative Trends and Top Performers
What made the ads from Super LIX the strongest we have seen in years?
Dive in to our Super Bowl LIX creative report to uncover the themes behind this year's most successful spots, the biggest standouts, and the trends that will shape content in 2025.
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Beyond the Big Game: How brands can score with big-moment marketing
Kantar experts sat down for our annual can't-miss Super Bowl pre-show to explore how top brands are leveraging major events and cultural moments to resonate and build long-term relationships.
Watch Marc Glovsky, Ryan McConnell, Jacquelyn Salnek, and Kerry Benson discuss leveraging cultural moments, evolving fan trends, effective cross-media strategies, and winning ad creative.
Post-Game LinkedIn Live: Lessons from the Super Bowl's biggest ad successes
In this LinkedIn Live session our experts Kerry Benson, Gina Henderson, and Lexi Cappalli broke down everything from Super Bowl LIX, discussing the biggest ads, trends, and strategies of the night.
Tune in to hear about ads that broke the mold, sparked conversations, and stood out from the crowd on advertising's biggest night.
ADWEEK House at The Big Game
Kantar's J. Walker Smith took part in moderating a session at ADWEEK House at The Big Game in New Orleans, tackling the burning question: "Advertising Around Big Cultural Moments: Is It Worth the Hype?" and diving into the true ROI of showing up at culture's biggest moments.
2025 News coverage
Super Bowl Ads Hit $8 Million; Expect More AI and Fewer Movies
Webinar: Super Bowl & the future of fandom
Younger generations are engaging with football in a way that creates new opportunities, and challenges, for America’s greatest game. View our 2024 Super Bowl webinar where Kantar experts uncovered how Gen-Z is transforming the future of football fandom, how the Super Bowl has impacted streaming and media, evolving media strategies, and creative trends in the Big Game.
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Super Bowl: The fan perspective - U.S. sports fans view the Super Bowl more positively than any other major sporting event.
Secrets behind the best Super Bowl commercials of all time - Looking at the best ads of the Super Bowl over the years can bring valuable lessons to today’s marketers.
3 principles for Metaverse marketing ahead of the Super Bowl - The Big Game can be a big opportunity for brands to leverage the Metaverse.
Is the Super Bowl a global event? - Explore what people across the US, UK and Canada think about the Super Bowl and what game-day ads resonate with them.
How much is a Super Bowl commercial and is it worth it? - The average cost of a Super Bowl commercial is constantly rising, but so are the rewards.