The Super Bowl capped off the 23/24 NFL season with a series of storylines in football, entertainment, gambling, and of course, advertising. 

Despite an OT thriller, the 49ers were unable to break a 29-year Super Bowl drought, setting the Chiefs up for a chance at a 3-peat in 2024. But not all the excitement was on the field. 

Taylor Swift drew a lot of attention with broadcast cameos, controversy, conspiracy theories, and celebrating another big win for her beau.  CBS was also cheering as they set a viewership record of 123.7 million. There were at least eight confirmed bets on the game of $1 million or more. Usher’s halftime show was a hit with strong singing and detailed choreography. 

And then there were the ads.

Unveiling ads on Superbowl Sunday is mostly a thing of the past.  A majority of advertisers now opt to combine a game-day spot with pre-game teasers on social media platforms for increased engagement. With advertisers paying around $7 million for a 30-second spot, many major brands took big swings with massive star power, including appearances from Beyoncé, Ben Affleck, Sir Patrick Stewart, Arnold Schwarzenegger, and Christopher Walken. 

Deciding the winners and losers has never been clear-cut, but measurable engagement on websites and social media channels has given us new data on which ads hit home for the viewers.

Check out the link below for some insight into the social engagement around this season’s ads. Let us know who you think was the big winner!