Super Bowl LV Ad Rankings
February 8, 2021
Ad Rankings
EDO scored every ad airing within Super Bowl LV and ranked them based on the 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:
In a year where uncertainty and disruption led many regular Super Bowl advertisers to sit out the game, Super Bowl LV was short on the auto and entertainment heavy-hitters that tend to produce some of the most engaging ads. However, many of those that still aired saw their investment pay off. Automakers Jeep and Cadillac took two of the top five airings of the game, while ads for movies, streaming services, and series made up five of the top 20 airings.
Another group of winners were first half advertisers overall. EDO has found viewers tend to be more engaged during a close game, so as TB pulled away, ad engagement dropped over the second half - especially in the 4th quarter. Only five of the top 20 most-engaging ad airings of the game fell in the second half.
Trends:
Like years prior, many of this year’s ads used humor to promote their brands. However, a number of brands chose also to address more serious current issues, from the impact of the COVID-19 pandemic (Bass Pro Shops and Cabela’s, Target) to a call for unity amid intense political division (Jeep), reminders to support local businesses (DoorDash, UberEats) and a focus on sustainability (Chipotle).
Another carry over from last year: tons of celebrity appearances. This was especially true for the estimated $35M worth of ad space dedicated to celebrity-laden Paramount+ promos, showcasing ViacomCBS’ new streaming service that joins the ever-growing “plus wars” this March.
Unexpected Standouts:
Glucose monitoring system Dexcom won the game, leveraging its partnership with Nick Jonas (who has Type 1 diabetes) to drive 11x more search for the brand than the median Super Bowl LV ad.
The partnership between Inspiration4 and Shift4Shop to promote the first civilian space flight was another standout, piquing viewers’ interest and coming in second. Dexcom and Inspiration4 were two of over 20 brands that made their Super Bowl debut this year as the absence of a number of regular advertisers made room for newcomers. This new crop was especially heavy on tech and e-commerce brands, including Dr. Squatch and Vroom, who also placed in the top 20.
Complete Ranking
All ads aired during Super Bowl LV 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 LV analysis.
Search Engagement Index
1
Dexcom
Nick Jonas promotes Dexcom G6, a smartphone alternative to diabetes finger pricks
1090
Nick Jonas promotes Dexcom G6, a smartphone alternative to diabetes finger pricks
2
Inspiration4
Viewers have a chance to be part of the first civilian trip to space on SpaceX's Inspiration4, sponsored by Shift4Shop
865
Viewers have a chance to be part of the first civilian trip to space on SpaceX's Inspiration4, sponsored by Shift4Shop
3
Jeep
Bruce Springsteen drives his Jeep through middle America to urge the country to come together on common ground and "ReUnite America"
847
Bruce Springsteen drives his Jeep through middle America to urge the country to come together on common ground and "ReUnite America"
4
Cadillac
Edgar Scissorhands (Timothée Chalamet), son of Edward Scissorhands, has issues with everyday activities until hands-free Super Cruise in the Cadillac Lyriq lets him drive on his own
771
Edgar Scissorhands (Timothée Chalamet), son of Edward Scissorhands, has issues with everyday activities until hands-free Super Cruise in the Cadillac Lyriq lets him drive on his own
5
Disney+
Ad for Marvel's upcoming series The Falcon and The Winter Soldier on Disney+
622
Ad for Marvel's upcoming series The Falcon and The Winter Soldier on Disney+
6
Dr. Squatch
Dr. Squatch gives men a natural soap option
602
Dr. Squatch gives men a natural soap option
7
Paramount+
Real and fictional stars reach the summit of Paramount Mountain to find Patrick Stewart in this promo for Paramount+
563
Real and fictional stars reach the summit of Paramount Mountain to find Patrick Stewart in this promo for Paramount+
8
Mountain Dew
John Cena enjoys a colorful drive with Mountain Dew Major Melon and announces a million-dollar contest
519
John Cena enjoys a colorful drive with Mountain Dew Major Melon and announces a million-dollar contest
9
Paramount+
Promo for Y: 1883 on Paramount+
500
Promo for Y: 1883 on Paramount+
10
Bud Light
Post Malone, Cedric the Entertainer, the Bud Light Knight and other brand legends help get Bud Light back on shelves
476
Post Malone, Cedric the Entertainer, the Bud Light Knight and other brand legends help get Bud Light back on shelves
11
Universal Pictures
Ad for M. Night Shyamalan's upcoming film, Old
441
Ad for M. Night Shyamalan's upcoming film, Old
12
Amazon Prime Video
Ad for Amazon Studios' upcoming film, Coming 2 America, a sequel to 1988's Coming to America
375
Ad for Amazon Studios' upcoming film, Coming 2 America, a sequel to 1988's Coming to America
13
WeatherTech
WeatherTech showcases its all-American design and manufacturing
361
WeatherTech showcases its all-American design and manufacturing
14
Cheetos
Mila Kunis gets caught orange-handed stealing husband Ashton Kutcher's Cheetos while Shaggy sings a new rendition of his hit song "Wasn't Me"
347
Mila Kunis gets caught orange-handed stealing husband Ashton Kutcher's Cheetos while Shaggy sings a new rendition of his hit song "Wasn't Me"
15
Vroom
Escape the tortorous experience of car dealerships with Vroom
343
Escape the tortorous experience of car dealerships with Vroom
16
WeatherTech
WeatherTech showcases its American workforce and culture
321
WeatherTech showcases its American workforce and culture
17
Oatly
Toni Peterson, CEO of Oatly, sings a song about the benefits of the vegan beverage
245
Toni Peterson, CEO of Oatly, sings a song about the benefits of the vegan beverage
18
Skechers
Candace and Tony Romo take things to the max with their Skechers Max Cushioning
231
Candace and Tony Romo take things to the max with their Skechers Max Cushioning
19
fiverr.com
Fiverr shares a look inside its fantasy factory of helpers and details the variety of services offered on the app
218
Fiverr shares a look inside its fantasy factory of helpers and details the variety of services offered on the app
20
Klarna
Four miniature cowboys played by Maya Rudolph are on a mission to buy one special pair of cowboy boots, promoting Klarna's option to pay in four small payments
206
Four miniature cowboys played by Maya Rudolph are on a mission to buy one special pair of cowboy boots, promoting Klarna's option to pay in four small payments
21
Doritos
Doritos 3D Crunch help Matthew McConaughey go from #FlatMatthew to a fuller 3D life
200
Doritos 3D Crunch help Matthew McConaughey go from #FlatMatthew to a fuller 3D life
22
Paramount+
Real and fictional stars encounter rough conditions climbing Paramount Mountain in this promo for Paramount+
187
Real and fictional stars encounter rough conditions climbing Paramount Mountain in this promo for Paramount+
23
State Farm
Aaron Rodgers, Patrick Mahomes and Jake from State Farm meet their commercial stand-ins played by Paul Rudd and Drake
171
Aaron Rodgers, Patrick Mahomes and Jake from State Farm meet their commercial stand-ins played by Paul Rudd and Drake
24
General Motors
Will Ferrell loops Awkwafina and Kenan Thompson into his mission to beat Norway's use of electric vehicles with the help of GM and its Ultium battery
169
Will Ferrell loops Awkwafina and Kenan Thompson into his mission to beat Norway's use of electric vehicles with the help of GM and its Ultium battery
25
Amazon
Michael B. Jordan stars as the perfect new vessel for Amazon's Alexa
164
Michael B. Jordan stars as the perfect new vessel for Amazon's Alexa
26
DoorDash
Daveed Diggs and the cast of Sesame Street get food from their neighborhood with DoorDash
158
Daveed Diggs and the cast of Sesame Street get food from their neighborhood with DoorDash
27
Paramount+
Real and fictional stars encounter a crack in the ice during their expedition up Paramount Mountain in this promo for Paramount+
157
Real and fictional stars encounter a crack in the ice during their expedition up Paramount Mountain in this promo for Paramount+
28
Paramount+
Promo for Star Trek: Universe streaming on Paramount+ on March 4th
145
Promo for Star Trek: Universe streaming on Paramount+ on March 4th
29
Paramount+
This promo for Paramount+ showcases the variety of Spongebob SquarePants content that will be available on the streaming service
130
This promo for Paramount+ showcases the variety of Spongebob SquarePants content that will be available on the streaming service
30
Rocket Mortgage
Tracy Morgan, Dave Bautista, and Liza Koshy show how Rocket Mortgage helps you be sure - not "pretty sure" - you can afford a house
127
Tracy Morgan, Dave Bautista, and Liza Koshy show how Rocket Mortgage helps you be sure - not "pretty sure" - you can afford a house
31
Walt Disney Studios Motion Pictures
Ad for Disney's upcoming film, Raya and the Last Dragon
122
Ad for Disney's upcoming film, Raya and the Last Dragon
32
Paramount+
Real and fictional stars embark on an expedition up Paramount Mountain in this promo for Paramount+
116
Real and fictional stars embark on an expedition up Paramount Mountain in this promo for Paramount+
33
Indeed
Indeed showcases the lives of the job hunters it helps
108
Indeed showcases the lives of the job hunters it helps
34
Jimmy John's
Jimmy John's invades the turf of mobster Tony Bolognavich (played by Brad Garrett), the King of Cold Cuts
104
Jimmy John's invades the turf of mobster Tony Bolognavich (played by Brad Garrett), the King of Cold Cuts
35
Amazon
Michael B. Jordan stars as the perfect new vessel for Amazon's Alexa
100
Michael B. Jordan stars as the perfect new vessel for Amazon's Alexa
36
SquareSpace
A woman uses Squarespace to escape the office life and launch her new business as "9 to 5" by Dolly Parton plays
100
A woman uses Squarespace to escape the office life and launch her new business as "9 to 5" by Dolly Parton plays
37
T-Mobile
Adam Levine plays matchmaker for Gwen Stefani and Blake Shelton after a spotty video call leads to a misunderstanding with the former No Doubt songstress
98
Adam Levine plays matchmaker for Gwen Stefani and Blake Shelton after a spotty video call leads to a misunderstanding with the former No Doubt songstress
38
Disney+
Ad for the content you can access with the Hulu, Disney+, and ESPN+ $12.99 bundle
93
Ad for the content you can access with the Hulu, Disney+, and ESPN+ $12.99 bundle
39
Rocket Mortgage
Tracy Morgan and Joey Bosa show a couple why it's important to be sure, not "pretty sure," that you're able to buy a house
92
Tracy Morgan and Joey Bosa show a couple why it's important to be sure, not "pretty sure," that you're able to buy a house
40
Logitech
Lil Nas X shows how Logitech's devices help creators defy logic to create the future
89
Lil Nas X shows how Logitech's devices help creators defy logic to create the future
41
DraftKings
Jessie Cofield encourages viewers to participate in the Fourth Quarter Prediction Challenge
83
Jessie Cofield encourages viewers to participate in the Fourth Quarter Prediction Challenge
42
State Farm
Aaron Rodgers, Patrick Mahomes and Jake from State Farm meet their commercial stand-ins played by Paul Rudd and Drake
80
Aaron Rodgers, Patrick Mahomes and Jake from State Farm meet their commercial stand-ins played by Paul Rudd and Drake
43
Mercari
Mercari helps consumers sell items they no longer need
79
Mercari helps consumers sell items they no longer need
44
Bass Pro Shops
Bass Pro Shops and Cabela's remind us that even while we're stuck indoors during these trying times, the great outdoors is open and calling
78
Bass Pro Shops and Cabela's remind us that even while we're stuck indoors during these trying times, the great outdoors is open and calling
45
DraftKings
Jessie Cofield encourages viewers to participate in the Fourth Quarter Prediction Challenge
78
Jessie Cofield encourages viewers to participate in the Fourth Quarter Prediction Challenge
46
State Farm
Aaron Rodgers, Patrick Mahomes and Jake from State Farm meet their commercial stand-ins played by Paul Rudd and Drake
78
Aaron Rodgers, Patrick Mahomes and Jake from State Farm meet their commercial stand-ins played by Paul Rudd and Drake
47
Chipotle Mexican Grill
Chipotle shows how a burrito can change the world by growing its ingredients more sustainably
68
Chipotle shows how a burrito can change the world by growing its ingredients more sustainably
48
WeatherTech
WeatherTech's products make it easier for a Super Mom to use her devices throughout her day
64
WeatherTech's products make it easier for a Super Mom to use her devices throughout her day
49
Pizza Hut
Craig Robinson plays Pac-Man with his Pizza Hut $10 Tastemaker
59
Craig Robinson plays Pac-Man with his Pizza Hut $10 Tastemaker
50
Toyota
Toyota tells the touching story of Paralympic swimmer Jessica Long as part of its "Start Your Impossible" campaign
59
Toyota tells the touching story of Paralympic swimmer Jessica Long as part of its "Start Your Impossible" campaign
51
Microban
Microban promotes its long-lasting, bacteria-killing products
57
Microban promotes its long-lasting, bacteria-killing products
52
Robinhood
Robinhood shares how it can help people from all walks of life become investors
57
Robinhood shares how it can help people from all walks of life become investors
53
Anheuser-Busch
A variety of life's meaningful moments are accentuated with Anheuser-Busch products
55
A variety of life's meaningful moments are accentuated with Anheuser-Busch products
54
Michelob Ultra
Don Cheadle points out how Michelob Ultra Organic Seltzer is real, unlike the celebrity look-alikes featured in the ad
53
Don Cheadle points out how Michelob Ultra Organic Seltzer is real, unlike the celebrity look-alikes featured in the ad
55
McDonald's
Consumers have a car ride sing-along with McDonald's drive-thru goodies
51
Consumers have a car ride sing-along with McDonald's drive-thru goodies
56
Guaranteed Rate Mortgage
Guaranteed Rate showcases the stories of athletes who overcame incredible challenges by believing in themselves, just like the brand can help dreamers achieve their goal of owning a home
49
Guaranteed Rate showcases the stories of athletes who overcame incredible challenges by believing in themselves, just like the brand can help dreamers achieve their goal of owning a home
57
YouTube
Ad for YouTube's Life in a Day documentary
48
Ad for YouTube's Life in a Day documentary
58
T-Mobile
Travis Kelce joins Anthony Anderson's family for a flag football game, streamed to their family at home with T-Mobile's 5G
48
Travis Kelce joins Anthony Anderson's family for a flag football game, streamed to their family at home with T-Mobile's 5G
59
Uber Eats
Wayne and Garth from Wayne's World promote eating locally with the help of subliminal messaging and a cameo from Cardi B
47
Wayne and Garth from Wayne's World promote eating locally with the help of subliminal messaging and a cameo from Cardi B
60
Nintendo
Serena Williams gets in a workout with her Nintendo Switch
44
Serena Williams gets in a workout with her Nintendo Switch
61
Bud Light
When life literally drops lemons, this ad recommends enjoying a Bud Light Seltzer Lemonade
42
When life literally drops lemons, this ad recommends enjoying a Bud Light Seltzer Lemonade
62
Pringles
Astronauts returning from space can't reach anyone because everyone's too busy stacking Pringles
39
Astronauts returning from space can't reach anyone because everyone's too busy stacking Pringles
63
M&M's
Daniel Levy and others apologize with M&Ms
38
Daniel Levy and others apologize with M&Ms
64
Hellmann's
Fairy Godmayo Amy Schumer helps make dinner better with Hellman's Mayo
38
Fairy Godmayo Amy Schumer helps make dinner better with Hellman's Mayo
65
E*TRADE
An inspired child takes on a variety of home workouts to become the best, promoting financial fitness for E*TRADE
36
An inspired child takes on a variety of home workouts to become the best, promoting financial fitness for E*TRADE
66
Michelob Ultra
Professional athletes' winning moments are played alongside regular happy moments with a Michelob Ultra to an instrumental of "Can I Kick It?"
36
Professional athletes' winning moments are played alongside regular happy moments with a Michelob Ultra to an instrumental of "Can I Kick It?"
67
Verizon Wireless
An animated Samuel L. Jackson hypes up Verizon's 5G for gaming on the go
34
An animated Samuel L. Jackson hypes up Verizon's 5G for gaming on the go
68
Intuit
TurboTax experts help people across the country with unique tax nuances
34
TurboTax experts help people across the country with unique tax nuances
69
Ford
The Ford F-150 combines smart and tough
24
The Ford F-150 combines smart and tough
70
Tide
Tide helps revive a Jason Alexander hoodie after many dirty experiences
23
Tide helps revive a Jason Alexander hoodie after many dirty experiences
71
Verizon Wireless
An animated Samuel L. Jackson hypes up Verizon's 5G for gaming on the go
22
An animated Samuel L. Jackson hypes up Verizon's 5G for gaming on the go
72
GEICO
Rap group Tag Team helps curate a delicious dessert
19
Rap group Tag Team helps curate a delicious dessert
73
Miracle-Gro
Martha Stewart, John Travolta, Ella Travolta, Carl Weathers, Leslie David Baker, Kyle Busch, and Emma Lovewell enjoy their yards, plugging a Scotts and Miracle-Gro sweepstakes
18
Martha Stewart, John Travolta, Ella Travolta, Carl Weathers, Leslie David Baker, Kyle Busch, and Emma Lovewell enjoy their yards, plugging a Scotts and Miracle-Gro sweepstakes
74
Huggies
Huggies welcomes new babies to the world
17
Huggies welcomes new babies to the world
75
Cologuard
Cologuard reminds us that screening for colon cancer is important for early detection
16
Cologuard reminds us that screening for colon cancer is important for early detection
76
RockStar
Lil Baby, Chris Joslin, and Nadeshot embrace the hustle that gets you to the spotlight with Rockstar Energy
13
Lil Baby, Chris Joslin, and Nadeshot embrace the hustle that gets you to the spotlight with Rockstar Energy
77
Intuit
TurboTax's live expert helps a son with his taxes after he moves out, even though he still freeloads from his dad's fridge
11
TurboTax's live expert helps a son with his taxes after he moves out, even though he still freeloads from his dad's fridge
78
Trulicity
Trulicity touts its ability to lower blood sugar
8.7
Trulicity touts its ability to lower blood sugar
79
Allstate
Allstate helps drivers save money
7.0
Allstate helps drivers save money
80
Zyrtec
Zyrtec keeps people out of awkward situations
6.6
Zyrtec keeps people out of awkward situations
81
Neutrogena
Kerry Washington promotes the hydrating power of Neutrogena's Hydro Boost
5.8
Kerry Washington promotes the hydrating power of Neutrogena's Hydro Boost
82
Progressive Insurance
Progressive's Dr. Rick lectures his audience about how to un-become your parents and bundle home and auto insurance
5.6
Progressive's Dr. Rick lectures his audience about how to un-become your parents and bundle home and auto insurance
83
Tums
Tums Naturals help you fight back against heartburn
5.3
Tums Naturals help you fight back against heartburn
84
IBM
Timbaland shows how IBM's hybrid cloud service helps make data and apps work in unexpected harmony
5.1
Timbaland shows how IBM's hybrid cloud service helps make data and apps work in unexpected harmony
85
Tylenol
Tylenol Rapid Release gels provide fast relief
4.5
Tylenol Rapid Release gels provide fast relief
86
Aveeno
Jennifer Aniston promotes Aveeno Daily Moisturizer
3.3
Jennifer Aniston promotes Aveeno Daily Moisturizer
87
Listerine
Listerine helps clean 100% of your mouth, more than brushing alone
1.3
Listerine helps clean 100% of your mouth, more than brushing alone
88
Target
Target promotes handwashing, sanitizing, masks, and social distancing as ways to take care of each other during the COVID-19 pandemic
0.8
Target promotes handwashing, sanitizing, masks, and social distancing as ways to take care of each other during the COVID-19 pandemic
89
Dawn
Dawn and Swiffer launch their Come Clean initiative to close the household chore gap
0.3
Dawn and Swiffer launch their Come Clean initiative to close the household chore gap
Share of Search in Select Categories
Which brands generated the most Search Engagement from their Super Bowl LV ads relative to their category peers?
Winner: DoorDash engaged viewers with its spot featuring Daveed Diggs and the cast of Sesame Street ordering local. The brand earned 32% of all search generated by Super Bowl LV restaurant and food delivery ads.
Contact us for Share of Search charts for any of the following categories: Alcoholic Beverages, Automotive, Financial Services, Insurance, Movies, Pharmaceuticals, Snacks, Streaming Series.
Winner: Rocket Mortgage by Quicken Loans engaged viewers with entertaining spots starring Tracy Morgan and other celebrities, which earned 54% of all search generated by Super Bowl LV financial services ads.
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