During a Super Bowl with less fans in the stands, less viewership, and the absence of Super Bowl advertising stalwarts, one thing remained the same: according to System1 research, using fluent devices once again proved a winning strategy.

Why it matters

As the biggest US advertising audience, and ad buy of the year, the Super Bowl provides a key window into advertising effectiveness.

Takeaways

• The brands in System1’s top ten played on familiarity and nostalgia, often via fluent devices, maneuvering around current events to be entertaining; the positivity around the return of the M&M’s characters drove engagement and brand recall....