Super Bowl 2027 may be months away, but brands are already planning spots and testing ideas to win with audiences. With ads now living beyond game day and media investments in the millions, marketers need confidence in their creative.
This playbook from System1 offers testing solutions, benchmarks, and top-performing ads to inspire your Big Game campaign and make it your most successful yet.
Are you in the early stages of planning your Super Bowl creative?
System1’s
Test Your Ad platform
is the world’s most predictive ad test, rooted in emotional response from real consumers. Test Your Ad helps you predict and improve the commercial impact of your advertising so you can get the most from your Super Bowl campaign. Contact us today to start testing storyboards, animatics, rough cuts and more.
With insights from 100,000+ ads,
Test Your Ad Competitive Edge
is the world’s largest database of emotional norms. Updated daily with new campaigns, it delivers predictive performance reports for each new TV ad in the US and UK, available from 24 to 48 hours of airing.
Explore a constantly growing and up-to-date picture of various categories, benchmark against norms and be inspired by best-in-class creative for the Super Bowl, World Cup, Christmas and more.
With over seven years of Super Bowl ad testing data, System1 can deliver a unique perspective on creative effectiveness best practices.
The brands that win are those that understand the nuance of the moment and design for it, not just around it.
In a year when brands had the world’s attention, many chose to tell us what their product does instead of showing us who they are.
Overall Super Bowl ads averaged 2.7 Stars, with AI-focused spots averaging 2.1. But this is not a cautionary tale. It is a growth story.
Consider this your brand’s Super Bowl “Get Ready With Me.” Here’s what you need to know before stepping onto advertising’s biggest stage.
So, we know the end result of the game, but how did the ads perform? We’re breaking down America’s favorite Super Bowl ads.
In this blog, we’re breaking down the consistency winners from Super Bowl 2026.
Here, we’re breaking down the ‘best seller’ ads and the reasons why they work so well.
We’re highlighting the most distinctive ads of Super Bowl 2026 and offering up strategies to help marketers ensure that they aren't a forgotten Big Game ad.
Drawing on System1’s Seeing Gen Z research and Super Bowl performance data, here is how brands can connect with Gen Z without alienating everyone else watching.
Celebrities will always be a fixture of Super Bowl advertising. Discover how stars can best power your brand.
Dull advertising is costing brands millions. Here, we unpack the least dull Super Bowl ads and why they work.
The Super Bowl has long been an A-listers’ playground. As more brands tap into creators, can they have the same impact?
With so many advertisers competing for attention, codification is the key to both short-term and long-term commercial success.
One of the most interesting findings from our research is actually the lack of something in most Super Bowl ads: the elusive jingle.
Beyond the spectacle, there’s a deeper lesson for innovation teams: the strategies behind Super Bowl advertising provide a blueprint for smarter innovation testing.
Our Ad Of The Week feature showcases top-performing ads in System1’s Test Your Ad Competitive Edge platform and the creative features that help them elicit positive emotion, entertain, and drive short-term sales and long-term growth.
The latest Super Bowl ad news, analysis and views from System1,
Test Your Ad is the testing platform for marketers who want to make brilliantly effective ads. Next day predictions, intuitive metrics, and diagnostics you can use.
Which idea deserves investment? From tweaked taglines to category-changing innovations, Test Your Idea picks winners at every scale.
Clear, predictive measures that let you understand brand health, predict future performance and improve and inform your brand strategy.