The Opportunity

The world is watching. Your ad needs to entertain audiences, but it also has a chance to continue performing for your brand beyond the Super Bowl.

Throwing a Touchdown

Super Bowl ads are always fan favorites when we take a wider look at the most effective US ads of the year. In 2022, our top 10 ads with a duration of 30 seconds or longer includes three Super Bowl ads.

However, there’s a declining streak in terms of the number of 5-Star Super Bowl ads. In 2020, there were three 5-Star ads. In 2021, only one ad scored 5-Stars, and in 2022 there were zero for the first time. There’s certainly opportunities for brands to bounce back.

Thinking Beyond the Big Game

Taking the time to get your Super Bowl ad right has implications beyond the game. Great ads can and should be leveraged continuously to build Fame.

System1 tested the concept of wear-out in two separate studies. First, we compared the Star Rating of ads by the time since first air date (going back up to 7,000 days). Ads that are tested up to 19 years after they were first aired and ads that are tested at first airing test similarly, on average.

Thinking Beyond the Big Game

Next, we retested 50 ads from the US at four different stages (before the COVID-19 pandemic in Jan/Feb 2020; during the first lockdown in March 2020; in January 2021 and in October 2022). Despite the remarkable times, ad testing scores hardly change.

Thinking Beyond the Big Game

With a 30-second Super Bowl ad costing up to $7 million and our research finding no evidence of ads wearing out, it’s in brands’ best interest to run effective ads for longer periods of time to drive greater ROI and market share growth.

Here are just a few of the advertisers that have made good use of their game day creative throughout the rest of the calendar year.