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    Super Bowl
DOWNLOAD THE REPORT

How to Win the Super Bowl

We’ve tested every Super Bowl ad from 2020-2025, using System1’s globally validated Test Your Ad tool.

That’s 425 Super Bowl ads tested over 6 years with 63,750 US respondents.

We benchmark these against our global effectiveness database of 175,000+ ads to understand the trends in long and short-term creative effectiveness.

And then we crown the winning ads.

This Playbook dives into it all, filled with our top creative effectiveness tips that marketers can apply during the game and beyond

Watch the webinar

Join us for an in-depth analysis of the ads which aired during the biggest game – and the most anticipated advertising event – of the year.

Which ads captured the public’s hearts? Did advertisers score big with exceptional brand-building strategies? How did brand recognition evolve? Did humor steal the show? We answer all these questions and more during the webinar, plus reveal the top 10 ads of the event.

Even if you didn’t air a Super Bowl commercial this year, don’t stay on the sidelines. Our insights can help every marketer enhance their approach to long-term brand building, no matter the occasion. So, MVPs of marketing, huddle up to learn how to captivate audiences.

This exclusive webinar was hosted by Jon Evans, Chief Customer Officer at System1 and host of the Uncensored CMO podcast, Vanessa Chin, SVP of Marketing at System1, Jennifer Baldwin, Head of Strategy at BBH USA, and Tass Tsitsopoulos, Global Strategy Director, McDonald’s at Wieden + Kennedy NY.

Marketers appear to be relying on creative efficiency to increase ROI from Super Bowl campaigns – using the same ads for longer. Unlike at Christmas, we don’t really see a spike in creative effectiveness for Super Bowl ads. Brands are leaving cash on the table.

Rebecca Hatherall​
Jon Evans Chief Customer Officer, System1

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