AI wins big, Millennials get nostalgic, pharma earns strong visibility, and snacks replace health drinks at the top when it comes to ads driving actual business results.

NEW YORK: EDO, the TV outcomes company, today released its annual ranking of all national Super Bowl LX ads, showcasing brands like Ai.com, Universal Pictures, and Lay’s in the lead with the most engaging spots of the night. For over a decade, EDO has scored every Super Bowl ad from pre-kick to post-game based on how effective each spot is at driving consumer behaviors - such as website visits and brand searches - immediately after the ads airing.

“This year’s Super Bowl continues to make one thing clear: opinions don’t matter, outcomes do. On the biggest stage, we saw brands compete fiercely for a highly engaged audience, delivering compelling creative designed to move consumers closer to purchase rather than earn high marks from critics or survey respondents,” said Kevin Krim, President & CEO of EDO. “AI brands showed up with purpose and drove outsized outcomes, nostalgia proved powerful for reaching Millennials now firmly in the buying seat, and snack brands reminded marketers that simple, tangible offers can still outperform more aspirational health messaging. When you look at outcomes instead of hype, the winners separate themselves.”

MOST ENGAGING SUPER BOWL LX ADS

According to EDO’s predictive TV outcomes data, the top 10 Super Bowl ads that drove the greatest consumer engagement include:

“When it comes to Super Bowl advertising, value propositions, familiar cultural cues, and compelling offers consistently drive measurable consumer response and predictive business outcomes,” said Laura Grover, SVP, Head of Client Solutions, EDO. “We saw this playbook employed effectively in both traditional Big Game categories like beer, snacks, and movies, as well as in fast-growing spaces like GenAI and GLP-1. The Super Bowl isn’t just a creative exercise-it’s one of the most powerful advertising moments of the year to drive real business impact, and this year’s results reinforce that for marketers everywhere.”

BIG GAME TRENDS

Super Bowl LX delivered a clear set of outcomes on and off the field, with AI platforms dominating consumer engagement and pharma seeing uneven returns. Millennial nostalgia drove standout results across industries, and snack brands overtook health drinks as this year’s grocery-aisle winners.

EDO’s complete performance ranking of Super Bowl LX ads can be found at EDO.com/SuperBowl. Learn how Super Bowl advertisers across categories stacked up against their competitors with EDO’s Share of Engagement charts across AI Services, Alcohol, CPG Food, Pharma, Restaurants, and 10+ other brand categories.

How we rank the ads

For over a decade, EDO has scored every Big Game ad based on incremental online engagement for an advertised brand or product immediately following an individual ad’s airing. Each Super Bowl ad performance is indexed to the median-performing in-game spot such that the median airing is indexed at 100. Data in this release is preliminary and subject to slight adjustments based on EDO’s final Super Bowl analysis.

About EDO

EDO is the TV outcomes company. Our leading measurement platform connects convergent TV airings to the ad-driven consumer behaviors most predictive of future sales. EDO empowers the advertising industry to maximize media impact, measure creative performance, and know the fair value of every impression - across linear and streaming for an increasingly programmatic world. By combining immediate engagement signals with world-class decision science and vertical AI, EDO equips industry leaders with syndicated, investment-grade data that aligns media to business results - with detailed competitive, category, and historical insights. Leading brands, agencies, networks, streamers, and studios trust EDO’s TV intelligence to know what works.

Fonte: Business Wire