Super Bowl 2025 wasn’t just a showdown on the field; it was a high-stakes battle for brands fighting for consumer attention — a masterclass in brand storytelling, cultural impact, and reputational risk. Some ads crushed it, some sparked outrage, and a few… well, let’s just say they’ll be rethinking their strategy.
Super Bowl Ad Festival: Brands with products and services for the consumer’s match day experience had the strongest success in reaching their target audiences, especially brands from the food & beverage industry and the technology sector such as streaming and gaming.
Timing is Key: The best time to place advertising content was during the game, especially during the half-time show. Earlier parts of the game offered the advantage of undivided interest, while later timing was also effective when the game remained exciting. But the half-time break proved to be particularly effective in terms of reach, especially when advertising content was thematically or emotionally linked to the show itself.
Authentic Communication: Audiences hold corporations accountable – now more than ever. The Super Bowl isn’t just a stage for brands; it’s a spotlight that reveals both brilliance and blind spots. Whether it’s the backlash against Pfizer’s controversial ad or the polarized reactions to Kendrick Lamar’s halftime show, one thing is clear: brands that fail to engage authentically risk becoming part of the wrong conversation.
