What brands can learn from the Super Bowl’s most effective ads

Analysis from System1 of the short- and long-term creative effectiveness of 2024’s Super Bowl advertising.

With more than 123 million US viewers, Super Bowl LVIII was the most-watched Big Game in history, with audiences tuning in for the chance to witness back-to-back wins for the Kansas City Chiefs and perhaps a glimpse of one of the world’s biggest pop stars, Taylor Swift (on the sidelines rooting for her boyfriend, not as part of the halftime show).

And of course, there are the commercials!

Every year, System1 tests every Super Bowl ad with consumers to determine which have the best branding impact and to understand the creative features that best captivated audiences. By measuring the emotions...

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