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DOWNLOAD THE REPORT

How To Win The Super Bowl

Unlock the secrets to Super Bowl advertising success with our in-depth analysis in ‘How To Win The Super Bowl.’

With a total of 400 Super Bowl ads rigorously assessed over half a decade and benchmarked against our expansive global creative effectiveness database of 175,000+ ads, we reveal compelling insights into long- and short-term creative effectiveness.

As a bonus, each year, we distill our findings into ’10 Plays to Win the Super Bowl.’ These are actionable creative effectiveness tips that marketers can implement not only during the big game but also in their strategies beyond. Uncover the winning strategies and elevate your marketing game to new heights.

Fill in the form to access the report.

Watch our webinar

So who “won” the Super Bowl competition between the advertisers? Watch our webinar to find out!

Dive into the top ads from the big game and discover key insights on brand-building strategies, humor’s impact, and more.

Hosted by Jon Evans, Chief Customer Officer at System1, and Dawn Hudson, former CMO at the NFL and Pepsi Cola North America president, this exclusive webinar is packed with valuable tips to elevate your marketing game plan.

Watch Now
Watch Now

Read the Latest Super Bowl Content

1
Article: MediaPost

Are SB Marketers Shortchanging Brands By Relying So Much On Celebrity Ads?

Commercials Featuring Brand Characters Consistently Outscore Celebrity Spots

Read More
2
Article: Ad Age

Super Bowl Ad Brand Recall Declining

What Brands Can Do To Make Commercials More Memorable.

Read More
3
Article: WARC

How to stop fumbling: Four strategies for winning the ad game at the Super Bowl

Offers recommendations on the hallmarks of successful Super Bowl ads, based on four years of research.

Read More
4
Article: The Drum

From Jeep’s groundhog to Tide’s montage, 5 plays for making Super Bowl ads great

What do the successful Super Bowl ads of the past have in common?

Read More
5
Article: Automotive News

How Super Bowl ads can establish positive brand ties

Learn about why it's imperative that marketers help consumers build long-lasting, positive brand associations.

Read More
6
Blog

The Role of Music in Big Game Ads

The Soundtrack of the Super Bowl - how can brands use music effectively?

Read More
7
Blog

The Booziest Super Bowl Yet

How Alcohol Brands Performed at the Big Game.

Read More
8
Blog

Super Bowl Standouts

The Ads that Delivered Long-term Brand Building.

Read More

  • 5 Plays to Score a 5-Star Super Bowl Ad

    At System1, we know which ads are effective at driving long-term market share. This is your playbook for creating great Super Bowl ads that you can continue to leverage to build Fame for your brand.

    View Report

Catch Up on 2023's Top Ads

1
Disney – In-house

Disney100 Special Look

In a Super Bowl full of movie stars and movie-themed ads, it’s fitting that the top-scoring ad comes from Disney, whose 100-year anniversary celebration is crammed with famous faces and big moments...

View More
2
M&Ms – BBDO New York

Back For Good

M&Ms’ move to ditch their ‘spokescandies’ for their main Super Bowl ad paid off with this follow-up just after the game concluded, which saw the iconic characters return...

View More
3
T-Mobile – Panay Films

New Year. New Neighbor.

One of the best of the several 2023 ads that harked back to classic movies or TV shows, with John Travolta updating his famous “Summer Nights” performance to sing the praises of T-Mobile broadband alongside Zach Braff and Donald Faison...

View More
4
Amazon – In-house

Saving Sawyer

A rollercoaster of emotional storytelling from Amazon, advertising their Prime shopping service with the story of a lonely dog...

View More
Super Bowl 2023 Top Ads

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.

Jon Evans Chief Customer Officer, System1

.

Download the full
Super Bowl Report

Access everything we’ve learnt over the past 4 years from our database of 150,000+ global ads and a meta-analysis of 280 top Super Bowl ad reports, tested with 42,000 US respondents.

Other Campaigns

The Sport Dividend

Unlocking Growth through Sport Sponsorship

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Christmas

How to Ace your Christmas Advertising

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Feeling Seen USA

Diversity in Advertising a guide to getting it right

Find Out More

Featured Products

Test Your Ad

Empowering every marketer
to create great advertising

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.

Test Your Ad
Test Your Idea

5-Star Innovation is
80% familiar, 20% new

Which idea deserves investment? From tweaked taglines to category-changing innovations, Test Your Idea picks winners at every scale.

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Improve brand health.
Predict brand growth

Clear, predictive measures that let you understand brand health, predict future performance and improve and inform your brand strategy.

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