Super Bowl Ad Center/2022

Top 2022 Super Bowl Commercials

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Take a deep dive into comprehensive Super Bowl TV advertising analytics and see which brands’ pregame, gameday, and postgame ad strategies earned them a spot on our list of highest-performing campaigns. Looking at real-time attention analytics and creative effectiveness, you will discover the top advertisers from this year’s Super Bowl and what made them stand out. Simply hover over the data points for definitions and methodology behind our metrics, and click on any ad to watch the video.

#1

Frito Lay Super Bowl 2022 TV Spot, 'Push It' Song by Salt-N-Pepa

791 (24% above norm)
Likeability Score
Funny
Top Emotion
$13,000,000
Est. TV Spend
2.03%
Interruption Rate
162
Attention Index
#2

Nissan Super Bowl 2022 TV Spot, 'Presenting: Thrill Driver' Feat. Eugene Levy, Brie Larson [T1]

787 (23% above norm)
Likeability Score
Exciting
Top Emotion
$13,000,000
Est. TV Spend
1.72%
Interruption Rate
168
Attention Index
#3

Netflix Super Bowl 2022 TV Spot, 'New Movies Every Week' Song by OTR & Ukiyo

756 (18% above norm)
Likeability Score
Curiosity
Top Emotion
$19,500,000
Est. TV Spend
2.63%
Interruption Rate
139
Attention Index
#4

BMW iX Super Bowl 2022 TV Spot, 'Zeus & Hera' Featuring Arnold Schwarzenegger, Salma Hayek [T1]

745 (17% above norm)
Likeability Score
Green
Top Emotion
$13,000,000
Est. TV Spend
2.14%
Interruption Rate
126
Attention Index
#5

Lay's Super Bowl 2022 TV Spot, 'Stay Golden' Featuring Seth Rogen, Paul Rudd, Song by Shania Twain

744 (17% above norm)
Likeability Score
Funny
Top Emotion
$13,000,000
Est. TV Spend
1.80%
Interruption Rate
145
Attention Index
#6

Michelob ULTRA Super Bowl 2022 TV Spot, 'Welcome to Superior Bowl' Featuring Serena Williams, Peyton Manning, Steve Buscemi, Song by ELO

741 (16% above norm)
Likeability Score
Thirsty
Top Emotion
$13,000,000
Est. TV Spend
1.21%
Interruption Rate
177
Attention Index
#7

Pringles Super Bowl 2022 TV Spot, 'Stuck In' Song by Lionel Richie

725 (14% above norm)
Likeability Score
Funny
Top Emotion
$6,500,000
Est. TV Spend
1.28%
Interruption Rate
163
Attention Index
#8

NFL Super Bowl 2022 TV Spot, 'Bring Down the House' Ft. Peyton Manning, Lamar Jackson, DK Metcalf

721 (13% above norm)
Likeability Score
Funny
Top Emotion
$2,400,000
Est. TV Spend
3.48%
Interruption Rate
166
Attention Index
#9

Toyota Super Bowl 2022 TV Spot, 'The Joneses' Featuring Tommy Lee Jones, Leslie Jones, Rashida Jones [T1]

721 (13% above norm)
Likeability Score
Funny
Top Emotion
$13,000,000
Est. TV Spend
1.35%
Interruption Rate
175
Attention Index
#10

Amazon Prime Video Super Bowl 2022 TV Spot, 'The Lord of the Rings: The Rings of Power'

718 (12% above norm)
Likeability Score
Curiosity
Top Emotion
$19,500,000
Est. TV Spend
2.08%
Interruption Rate
161
Attention Index

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Glossary Of Terms

Likeability Score
Measures the extent to which Creative Assessment survey respondents like an ad. Scores range from 1-950 and are compared to a norm of the last five Super Bowls, the average of which is 641.
Top Emotion
We measure 57 emotional reactions to an ad derived from hundreds of Creative Assessment survey respondent verbatim comments. The Top Emotion represents the reaction with the strongest signal and is at minimum stronger than 75% of all ads for that specific emotion.
Est. TV Spend
Est. TV Spend is calculated by multiplying the impressions by the cost per 1,000 viewers (CPM) divided by 1,000. It provides a foundation for an apples-to-apples comparison across all media units and advertisers.
Interruption Rate
The percentage of devices that were present at the beginning of an ad but did not complete watching the ad. Actions that interrupt ad play include changing the channel, pulling up the guide, fast-forwarding, or turning off the TV. The Interruption Rate is measured on a scale from 0 to 100%.
Attention Index
A comparison of your ad's Interruption Rate against your specific media placement. The Attention Index is measured on a scale of 0 to 200, where 100 is the average and means your ad is performing as expected.