The Super Bowl Spotlight: Brands that Should Advertise during Super Bowl LVIII

As Super Bowl LVIII approaches, the anticipation for not just the game but also the commercials is building. The Super Bowl is a cultural phenomenon, with millions tuning in not only for the football spectacle but also for the highly entertaining and sometimes iconic advertisements. With the immense viewership, especially in the U.S., the question arises: Which brands should seize the opportunity to advertise during this colossal event? 

Before I get to three brands I think should be advertising in this year’s Super Bowl, it’s important to note that being part of the Super Bowl isn’t for the faint of heart, especially considering the overall expense of airing a 30-second spot.  

This year, that figure is $7 million. When you factor in all the other costs, i.e., production, talent, and other ancillary costs, you are looking at a very large investment indeed. 

This is of course, not to say brands should NOT advertise during the Super Bowl. Of course not, I just wanted to put everything in context regarding the pros and cons of running a TV spot during the big game. 

The decision to invest is of course completely subjective for each individual brand.  

The Super Bowl Spotlight: Brands that Should Advertise during Super Bowl LVIII 

Here are three brands I would love to see appear during this year’s game and they all share one thing in common: they have all scored very well in System1’s Test Your Ad platform, each achieving a Star Rating – which predicts long-term market share growth – of 4.0-Stars or higher out of a possible 5.9. 


The South Korean automaker is among the most recognized brands in the world. Previously a regular advertiser during the Super Bowl, Hyundai has not run an ad during the game since 2020 when it’sSmaht Park” spot aired, which paid homage to the trouble many big city drivers have when it comes to parking in big cities such as Boston, hence the heavy Boston accent.   

Star Rating: 4.6 

See full report here 


Chewy is an online retailer whose mission is to be the most trusted and convenient destination for pet parents and partners, everywhere. If you own a pet, chances are you’ve made at least one purchase from Overall, the ads from Chewy average 4.1 stars, including 4.7 stars for its 2023 holiday spot, and an incredible Star Rating for its ad entitled “Inheritance,” which was part of a series of ads that aimed to bring awareness to how important our pets are to us, and how we treat them as members of the family. 

Star Rating: 5.1 

See full report here

The Farmer’s Dog 

The Farmer’s Dog provides smarter, healthier dog food: 100% human-grade food, pre-portioned and delivered to your door. And last year the brand delivered a winning Super Bowl ad entitled “Forever,” which spotlighted the long journeys dogs often take through our lives. A highly emotional ad, it scored in the top 10 in System1’s ranking and #1 in the USA Today Ad Meter. 

Star Rating: 4.2 

See full report here 

Which Ads Will Win the Super Bowl 

While some of the brands above have not yet confirmed whether they will be part of the Super Bowl, Hyundai has noted it will be sitting this one out. Thankfully, there will be no shortage of brands who will seize the annual event as an opportunity to entertain the masses. 

Register today for System1’s upcoming post-game webinar, where we will reveal which ads performed the best, what makes a Super Bowl ad stand out and much more!