Super Bowl LIV Ad Rankings
February 2, 2020
Ad Rankings
EDO scored every ad airing within Super Bowl LIV and ranked them based on the incremental Search Engagement each generated. Search Engagement is EDO’s proprietary measure of the increase in online search activity for a brand or product in the minutes immediately following a TV ad airing. EDO also measured the Search Engagement for every celebrity that appeared in a non-entertainment ad.
At A Glance
Winners: Automotive won the game overall, taking four of the top ten spots for most engaging 2020 Super Bowl ads. Genesis particularly scored big with its first-ever big game ad for the new GV80 SUV featuring Chrissy Teigen and John Legend driving over 25x the Search Engagement of the average Super Bowl LIV spot. The new electric Hummer EV also performed extremely well, as its ad starring LeBron James generated over 19x the Search Engagement of the average Super Bowl LIV spot.
Trends: Diversity had a break-out game this year, with over 40% of non-trailer ads featuring a female, minority, or LGBTQ+ lead. Greater representation is a win for everyone! This year’s ads were also heavy on celebrity appearances (featuring as many as 15 in a single spot!) and humor, trending towards upbeat and fun rather than serious.
Unexpected Standouts: Hard Rock Hotel and Casino’s heist-themed spot starring Jennifer Lopez broke the top 10 and drove almost 5x the Search Engagement of the average Super Bowl LIV spot. Doritos’ Wild West-themed spot was the only other non-auto or movie ad to make the top 10. This Super Bowl also featured political ads for the Trump and Bloomberg campaigns, which were effectively tied within 1% of each other at 15th and 16th places respectively.
Complete Ranking
All ads aired during Super Bowl LIV ranked by Search Engagement Index (SEI), with the median performing in-game Super Bowl spot indexed to 100 in order to easily compare the relative impact of each ad on online search activity. The data included in this ranker is preliminary, and is subject to slight adjustments based on EDO's final Super Bowl LIV analysis.
Search Engagement Index
1
Genesis
Chrissy Teigen & John Legend throw a going away party for "old luxury" before introducing the "new luxury" Genesis GV80 SUV
2670
Chrissy Teigen & John Legend throw a going away party for "old luxury" before introducing the "new luxury" Genesis GV80 SUV
2
GMC Hummer EV
LeBron James stars in this ad highlighting the power, speed, and silence of the new electric Hummer EV
1932
LeBron James stars in this ad highlighting the power, speed, and silence of the new electric Hummer EV
3
Audi
Maisie Williams promotes sustainability, singing "Let It Go" as she drives the new Audi e-tron Sportback
819
Maisie Williams promotes sustainability, singing "Let It Go" as she drives the new Audi e-tron Sportback
4
Fast & Furious 9
Promo for the ninth installment of the Fast & Furious franchise, F9: The Fast Saga
739
Promo for the ninth installment of the Fast & Furious franchise, F9: The Fast Saga
5
No Time To Die
Promo for the next James Bond installment, No Time to Die
651
Promo for the next James Bond installment, No Time to Die
6
Kia
Josh Jacobs tells his younger self to be tough and believe in himself in this ad introducing the Kia Seltos, partnered with charities fighting youth homelessness
611
Josh Jacobs tells his younger self to be tough and believe in himself in this ad introducing the Kia Seltos, partnered with charities fighting youth homelessness
7
Doritos
Sam Elliott & Lil' Nas X dance battle to "Old Town Road" as Billy Ray Cyrus plays guitar
549
Sam Elliott & Lil' Nas X dance battle to "Old Town Road" as Billy Ray Cyrus plays guitar
8
Hard Rock Hotel
Jennifer Lopez enlists Pitbull and Steven Van Zandt to help chase a thief through the Seminole Hard Rock Hotel and Casino, only to run into Alex Rodriguez & discover that DJ Khaled stole her bling cup in this ad directed by Michael Bay
498
Jennifer Lopez enlists Pitbull and Steven Van Zandt to help chase a thief through the Seminole Hard Rock Hotel and Casino, only to run into Alex Rodriguez & discover that DJ Khaled stole her bling cup in this ad directed by Michael Bay
9
Mulan
Promo for Disney's Mulan
411
Promo for Disney's Mulan
10
Black Widow
Promo for Marvel's Black Widow
400
Promo for Marvel's Black Widow
11
Porsche
Security guards borrow cars from the Porsche Museum in Stuttgart to chase down a stolen new electric Porsche Taycan
337
Security guards borrow cars from the Porsche Museum in Stuttgart to chase down a stolen new electric Porsche Taycan
12
Hunters (Amazon)
Promo for new Amazon original series "Hunters"
332
Promo for new Amazon original series "Hunters"
13
Google
Google Assistant helps a man remember the little things about his wife, Loretta
307
Google Assistant helps a man remember the little things about his wife, Loretta
14
Pepsi Zero Sugar
Missy Elliott & H.E.R. reinterpret a Rolling Stones classic, singing about painting red things (such as competitor Coke's can) black as they drink Pepsi Zero Sugar
306
Missy Elliott & H.E.R. reinterpret a Rolling Stones classic, singing about painting red things (such as competitor Coke's can) black as they drink Pepsi Zero Sugar
15
Donald Trump
Promotes President Trump's work on criminal justice reform, featuring the story of Alice Johnson, in this ad for the Trump 2020 campaign
299
Promotes President Trump's work on criminal justice reform, featuring the story of Alice Johnson, in this ad for the Trump 2020 campaign
16
Michael Bloomberg
Calandrian Kemp talks about her son's shooting and Mike Bloomberg's role in fighting gun violence in this promo for the Bloomberg 2020 campaign
296
Calandrian Kemp talks about her son's shooting and Mike Bloomberg's role in fighting gun violence in this promo for the Bloomberg 2020 campaign
17
Disney+
Promo for new Marvel shows on Disney+
266
Promo for new Marvel shows on Disney+
18
Hyundai
Boston-bred Chris Evans, Rachel Dratch, John Krasinski, & David "Big Papi" Ortiz admire the new Hyundai Sonata's "Smaht Pahk" feature
235
Boston-bred Chris Evans, Rachel Dratch, John Krasinski, & David "Big Papi" Ortiz admire the new Hyundai Sonata's "Smaht Pahk" feature
19
Jeep
Bill Murray doesn't mind reliving the same day over with his Jeep Gladiator in this play on Groundhog Day
222
Bill Murray doesn't mind reliving the same day over with his Jeep Gladiator in this play on Groundhog Day
20
T-Mobile
Anthony Anderson's mom repeatedly calls him to test T-Mobile's 5G coverage from different locations
195
Anthony Anderson's mom repeatedly calls him to test T-Mobile's 5G coverage from different locations
21
Toyota
Cobie Smulders rescues people from danger before picking up her son in her 2020 Toyota Highlander
190
Cobie Smulders rescues people from danger before picking up her son in her 2020 Toyota Highlander
22
Hulu
Tom Brady plugs Hulu's live sports, cable channels, shows, and movies and announces he'll be playing next season
188
Tom Brady plugs Hulu's live sports, cable channels, shows, and movies and announces he'll be playing next season
23
YouTube TV
Promo for YouTube TV subscription service
183
Promo for YouTube TV subscription service
24
Little Caesars Pizza
As CEO of Sliced Bread Inc., Rainn Wilson searches for new business ideas after Little Caesars delivery becomes "the best thing since sliced bread"
180
As CEO of Sliced Bread Inc., Rainn Wilson searches for new business ideas after Little Caesars delivery becomes "the best thing since sliced bread"
25
Top Gun: Maverick
Promo for Top Gun: Maverick
162
Promo for Top Gun: Maverick
26
Budweiser
Scenes of various "Typical Americans" defying American stereotypes
160
Scenes of various "Typical Americans" defying American stereotypes
27
Bud Light Seltzer
Two men controlling Post Malone's brain argue over purchasing Bud Light or Bud Light Seltzer #PostyStore
156
Two men controlling Post Malone's brain argue over purchasing Bud Light or Bud Light Seltzer #PostyStore
28
Sabra
Ric Flair, Charli D'Amelio, Boomer Esiason, Tway Nguyen, Teresa Guidice, Caroline Manzo, Zachary King, Brittany Tomlinson, T-Pain, Kim Chi, Miz Cracker, Becky G, Doug the Pug, Chester Cheetah, & Mel B show how they enjoy Sabra hummus #HowImmus
154
Ric Flair, Charli D'Amelio, Boomer Esiason, Tway Nguyen, Teresa Guidice, Caroline Manzo, Zachary King, Brittany Tomlinson, T-Pain, Kim Chi, Miz Cracker, Becky G, Doug the Pug, Chester Cheetah, & Mel B show how they enjoy Sabra hummus #HowImmus
29
Quibi
Bank robbers' getaway is stalled by their driver watching a streaming original from Quibi
154
Bank robbers' getaway is stalled by their driver watching a streaming original from Quibi
30
Rocket Mortgage by Quicken Loans
Jason Momoa removes his public-facing persona to relax at home with wife Lisa Bonet
139
Jason Momoa removes his public-facing persona to relax at home with wife Lisa Bonet
31
Cheetos
MC Hammer explains you "Can't Touch This" with Cheetle dust from new Cheetos Popcorn on your hands
112
MC Hammer explains you "Can't Touch This" with Cheetle dust from new Cheetos Popcorn on your hands
32
Verizon
Discusses how 5G will help first responders and honors their bravery & selflessness
108
Discusses how 5G will help first responders and honors their bravery & selflessness
33
Pop-Tarts
Jonathan Van Ness introduces the new sweet and salty Pop-Tarts Pretzel
103
Jonathan Van Ness introduces the new sweet and salty Pop-Tarts Pretzel
34
Mountain Dew Zero
Bryan Cranston hunts down Tracee Ellis Ross with a Mountain Dew Zero in this humorous take on The Shining
101
Bryan Cranston hunts down Tracee Ellis Ross with a Mountain Dew Zero in this humorous take on The Shining
35
Coke Energy
Jonah Hill drinks a Coke Energy to make it to a party where Martin Scorsese is waiting for him
99
Jonah Hill drinks a Coke Energy to make it to a party where Martin Scorsese is waiting for him
36
WeatherTech
WeatherTech CEO's dog Scout asks for donations to the University of Wisconsin School of Veterinary Medicine where he was saved from cancer
98
WeatherTech CEO's dog Scout asks for donations to the University of Wisconsin School of Veterinary Medicine where he was saved from cancer
37
P&G
Troy Palomalu, Isaiah Mustafa, Busy Phillips, Manolo Vergara, Rob Riggle as Bounty Man, Mr. Clean, and the Charmin Bear help clean up when a pot of chili goes flying at Sofia Vergara's Super Bowl party
98
Troy Palomalu, Isaiah Mustafa, Busy Phillips, Manolo Vergara, Rob Riggle as Bounty Man, Mr. Clean, and the Charmin Bear help clean up when a pot of chili goes flying at Sofia Vergara's Super Bowl party
38
Donald Trump
Promo for President Trump's campaign says the US has become stronger, safer, & more prosperous during his term
97
Promo for President Trump's campaign says the US has become stronger, safer, & more prosperous during his term
39
Amazon Alexa
Ellen DeGeneres & Portia de Rossi imagine the world #BeforeAlexa
85
Ellen DeGeneres & Portia de Rossi imagine the world #BeforeAlexa
40
Wonder Woman 1984
Charlie Day brings his dirty laundry to the mall where Wonder Woman is taking down villians in this co-brand with the upcoming movie Wonder Woman 1984
79
Charlie Day brings his dirty laundry to the mall where Wonder Woman is taking down villians in this co-brand with the upcoming movie Wonder Woman 1984
41
Planters
As friends including the Kool-Aid Man, Mr. Clean, Matt Walsh, & Wesley Snipes mourn at Mr. Peanut's funeral, a new Baby Peanut is born
78
As friends including the Kool-Aid Man, Mr. Clean, Matt Walsh, & Wesley Snipes mourn at Mr. Peanut's funeral, a new Baby Peanut is born
42
SquareSpace
Winona Ryder heads to Winona, MN to create a Welcome to Winona website with Squarespace
76
Winona Ryder heads to Winona, MN to create a Welcome to Winona website with Squarespace
43
SodaStream
Astronauts discover water on Mars, exciting Bill Nye, only for one to carbonate the water with SodaStream and drink it on the trip home
75
Astronauts discover water on Mars, exciting Bill Nye, only for one to carbonate the water with SodaStream and drink it on the trip home
44
Minions: The Rise Of Gru
Promo for Minions: The Rise of Gru
68
Promo for Minions: The Rise of Gru
45
Reese's Take 5
Trish wonders quite literally how her colleagues have never heard of Reese's Take 5
67
Trish wonders quite literally how her colleagues have never heard of Reese's Take 5
46
TurboTax
A diverse cast unites to dance to the tune "all people are tax people"
67
A diverse cast unites to dance to the tune "all people are tax people"
47
Snickers
People sing about all the problems that can be fixed by feeding the world a Snickers #SnickersFixtheWorld
66
People sing about all the problems that can be fixed by feeding the world a Snickers #SnickersFixtheWorld
48
State Farm
A wife doesn't believe her husband is speaking to Jake from State Farm about his coverage late at night
65
A wife doesn't believe her husband is speaking to Jake from State Farm about his coverage late at night
49
Fox Nation
Promo for Fox Nation streaming service
61
Promo for Fox Nation streaming service
50
McDonald's
Trays display the favorite orders of various celebrities, athletes, and fictional characters
61
Trays display the favorite orders of various celebrities, athletes, and fictional characters
51
New York Life Insurance
New York Life walks through the four types of love in ancient Greek, ending with the most admirable - Agape, or love as action
53
New York Life walks through the four types of love in ancient Greek, ending with the most admirable - Agape, or love as action
52
Heinz Ketchup
In a four-way split screen, Heinz Ketchup makes four difficult situations better
51
In a four-way split screen, Heinz Ketchup makes four difficult situations better
53
Michelob Ultra Pure Gold
Michelob promises to turn 6 square feet of farmland organic for every 6-pack of Michelob ULTRA Pure Gold purchased
49
Michelob promises to turn 6 square feet of farmland organic for every 6-pack of Michelob ULTRA Pure Gold purchased
54
Olay
Katie Couric reports as Lilly Singh, Busy Philipps, & Nicole Stott head to space for Operation #MakeSpaceForWomen, run by Taraji P. Henson
48
Katie Couric reports as Lilly Singh, Busy Philipps, & Nicole Stott head to space for Operation #MakeSpaceForWomen, run by Taraji P. Henson
55
Quibi
Bank robbers' getaway is stalled by their driver watching a streaming original from Quibi
47
Bank robbers' getaway is stalled by their driver watching a streaming original from Quibi
56
T-Mobile
Promoting T-Mobile's 5G Network
46
Promoting T-Mobile's 5G Network
57
Pizza Hut
Advertising $10 Meat Lovers Pizza
45
Advertising $10 Meat Lovers Pizza
58
Burger King
Test panelists are surprised as it is revealed they are trying the Burger King Whopper
45
Test panelists are surprised as it is revealed they are trying the Burger King Whopper
59
Walmart
Scenes from towns and Walmarts across America
43
Scenes from towns and Walmarts across America
60
Nintendo Switch
Girl calls her dad at work for help with a video game; they play together when he gets home
43
Girl calls her dad at work for help with a video game; they play together when he gets home
61
Pringles
Rick and Morty characters realize they're stuck in a Pringles commercial advertising stackable new flavors
37
Rick and Morty characters realize they're stuck in a Pringles commercial advertising stackable new flavors
62
Amazon Alexa
Ellen DeGeneres & Portia de Rossi imagine the world #BeforeAlexa
37
Ellen DeGeneres & Portia de Rossi imagine the world #BeforeAlexa
63
Walmart
Movie and TV characters from across the universe take their signature means of transport to Walmart for curbside order pickup
36
Movie and TV characters from across the universe take their signature means of transport to Walmart for curbside order pickup
64
Coke Energy
Jonah Hill drinks a Coke Energy to make it to a party where Martin Scorsese is waiting for him
36
Jonah Hill drinks a Coke Energy to make it to a party where Martin Scorsese is waiting for him
65
Pizza Hut
Advertising Pizza Hut's premium-sized wings
34
Advertising Pizza Hut's premium-sized wings
66
Michelob Ultra
John Cena convinces Jimmy Fallon working out can be fun as Usain Bolt, Brooks Koepka, Kerri Walsh Jennings, Brooke Sweat, & The Roots join in
33
John Cena convinces Jimmy Fallon working out can be fun as Usain Bolt, Brooks Koepka, Kerri Walsh Jennings, Brooke Sweat, & The Roots join in
67
Turkish Airlines
Three people take their first trip abroad using Turkish Airlines
28
Three people take their first trip abroad using Turkish Airlines
68
Tide
An aged Charlie Day rejoins Emily Hampshire in his finally-clean shirt, only for her to stain it again
26
An aged Charlie Day rejoins Emily Hampshire in his finally-clean shirt, only for her to stain it again
69
Tide
Charlie Day brings his dirty laundry to the mall where Wonder Woman is taking down villians in this co-brand with the upcoming movie Wonder Woman 1984
26
Charlie Day brings his dirty laundry to the mall where Wonder Woman is taking down villians in this co-brand with the upcoming movie Wonder Woman 1984
70
Tide
Emily Hampshire reminds Charlie Day he can wash his stained shirt later thanks to Tide Power Pods, while Charlie interacts with Bud Light, the Pepsi Halftime Show, and Masked Singer ads
25
Emily Hampshire reminds Charlie Day he can wash his stained shirt later thanks to Tide Power Pods, while Charlie interacts with Bud Light, the Pepsi Halftime Show, and Masked Singer ads
71
Discover
Everyone chimes in to say "No," Discover doesn't charge annual fees
24
Everyone chimes in to say "No," Discover doesn't charge annual fees
72
Rakuten
A father has a "grown up talk" with his son about earning cash back with Rakuten
24
A father has a "grown up talk" with his son about earning cash back with Rakuten
73
Discover
Everyone chimes in to say "Yes," over 95% of places in the US accept Discover
23
Everyone chimes in to say "Yes," over 95% of places in the US accept Discover
74
Avocados from Mexico
Molly Ringwald presents accessories for avocados from the fictional Avocados from Mexico Shopping Network
22
Molly Ringwald presents accessories for avocados from the fictional Avocados from Mexico Shopping Network
75
Progressive
Progressive's Jamie & Flo take orders at Portabella's restaurant as "Robbie" & "Pam"
18
Progressive's Jamie & Flo take orders at Portabella's restaurant as "Robbie" & "Pam"
76
Progressive
Progressive's Jamie & Flo take orders at Portabella's restaurant as "Robbie" & "Pam"
15
Progressive's Jamie & Flo take orders at Portabella's restaurant as "Robbie" & "Pam"
77
TurboTax
People complete impressive everyday tasks; TurboTax helps them also be good at taxes
14
People complete impressive everyday tasks; TurboTax helps them also be good at taxes
78
Jeep
Bill Murray doesn't mind reliving the same day over with his Jeep Gladiator in this rehash of Groundhog Day
11
Bill Murray doesn't mind reliving the same day over with his Jeep Gladiator in this rehash of Groundhog Day
79
Tide
Charlie Day visits the Bud Light Knight's castle with his dirty laundry
11
Charlie Day visits the Bud Light Knight's castle with his dirty laundry
80
Subway
Advertising limited-time $2.99 fresh sandwich promotion
11
Advertising limited-time $2.99 fresh sandwich promotion
81
Weight Watchers
Dwayne "The Rock" Johnson & Oprah Winfrey decide to be treadmill running mates for 2020
11
Dwayne "The Rock" Johnson & Oprah Winfrey decide to be treadmill running mates for 2020
82
Verizon
Verizon and Eli Manning ask people to volunteer and give back to their communities
8.0
Verizon and Eli Manning ask people to volunteer and give back to their communities
83
Facebook Groups
Various groups take part in activities involving the word "Rock" in this ad featuring Sylvester Stallone & Chris Rock, set to "I Wanna Rock" by Twisted Sister
7.0
Various groups take part in activities involving the word "Rock" in this ad featuring Sylvester Stallone & Chris Rock, set to "I Wanna Rock" by Twisted Sister
84
IBM
People get stuck in various situations as IBM Cloud helps businesses be flexible
7.0
People get stuck in various situations as IBM Cloud helps businesses be flexible
85
Secret
Surprised football fans learn game-winning field goal kicker and holder are Carli Lloyd and Crystal Dunn in this push to #KickInequality
7.0
Surprised football fans learn game-winning field goal kicker and holder are Carli Lloyd and Crystal Dunn in this push to #KickInequality
86
YouTube
Nate Boyer shares how learning from YouTube videos helped him achieve his goal of playing football after leaving the US Army Special Forces
6.0
Nate Boyer shares how learning from YouTube videos helped him achieve his goal of playing football after leaving the US Army Special Forces
87
Indeed.com
A man starts his new job thanks to Indeed.com
5.0
A man starts his new job thanks to Indeed.com
88
Microsoft
Katie Sowers shares her journey to becoming the first woman to coach in the Super Bowl
4.0
Katie Sowers shares her journey to becoming the first woman to coach in the Super Bowl
Share of Search in Select Categories
Which brands generated the most Search Engagement from their Super Bowl LIV ads relative to their category peers?
Winner: Genesis outperformed its peers and earned 38% of all search triggered by Super Bowl LIV automotive ads.
Want to See Share of Search for Other Categories?
Contact us for Share of Search charts for any of the following categories: Alcohol, Autos, Beverages, Financial Services, Food, Insurance, Movies, Restaurants, SVOD, Tech.
Winner: Viewers were excited about Fast & Furious 9, which earned 29.5% of all search generated by Super Bowl LIV movie trailers.
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