Seven billion ad impressions later, another Big Game has come and gone, leaving brands with a pressing question: Was it worth the investment? With total ad revenue reaching $597.2 million and 30-second spots selling for up to $8 million, what truly resonated with audiences? More importantly, will these ads leave a lasting impact, or will they fade from memory as soon as the game ends?
This year, humor, nostalgia, and purpose took center stage. Household names like Nike, Stella Artois, Ritz, and Squarespace leaned into feel-good storytelling and celebrity endorsements, while others tapped into well-known influencers to grab attention. But flashy commercials and media buzz alone don’t guarantee success. The real measure of effectiveness lies in whether consumers engage— anticipate, remember, and take action. Beyond that, success hinges on accurately measuring the sustained impact on brand and performance goals.
This article analyzes what consumers really want from Big Game ads—how they watch, what stands out, and how these commercials shape brand perception and consumer behavior. By examining key patterns in viewing habits, anticipation, memorability, and post-game engagement, we’ll explore insights that brands and advertisers can use to fuel their tentpole event marketing and sports advertising playbooks.
1. How consumers watch and engage with big game ads
2. The role of sponsorships and AI in the advertising experience
3. The impact of big game ads on brand perception
4. How big game ads spread—social sharing and pre-game buzz
5. What makes a Big Game ad truly stand out
6. The bottom line: Cross-platform, full-funnel, always on measurement
Most viewers (63%) watched the Big Game at home, 10% gathered at a friend’s or relative’s house, and 4% watched at a bar. Notably, 22% of respondents didn’t watch at all, with women (27%) likelier than men (17%) to skip the event. Overwhelmingly, 85% of participants with household incomes over $100K watched at home, compared to lower-income brackets.
Big Game commercials continue to hold strong appeal, with 68% of respondents saying they look forward to them, 18% saying no, and 13% unsure. Enthusiasm was consistent across genders (70% of males, 68% of females) and income levels, with high earners being even more likely to anticipate the ads. Interest remained consistent across different age groups.
While the Big Game commands attention, advertisers constantly compete with other activities. We asked: Did you multitask when you watched the Big Game?
Younger viewers (25 to 34-year-olds) especially split their attention. They were 10pp+ more likely than 45 to 54-year-olds and 23ppt+ more likely than 55 to 64-year-olds to browse social media while watching.
Compared to other traditional sporting events, where 44% of viewers report multitasking (DISQO’s 2024 Sports Advertising Report), the Big Game commands higher engagement, even during ad breaks.
Home viewership dominates. Most people watch from home, but nearly a quarter of respondents don’t, highlighting the need for brands to extend campaigns beyond live game coverage.
Ad anticipation remains strong. With nearly 7 in 10 looking forward to Big Game commercials, advertisers have a captive audience—if they can cut through the noise.
Multitasking is the norm. With nearly a third of viewers browsing social media, brands should ensure their ads are part of the online conversation. A cross-platform strategy can maximize impact, including teaser campaigns and real-time social engagement.
Younger audiences are mobile-first. Given the high social media engagement, advertisers should complement TV spots with interactive digital activations to drive deeper engagement.
Ultimately, the Big Game is no longer just a TV event—it’s a multi-platform experience. The most successful advertisers and brands leverage and measure real-time, cross-platform strategies to engage audiences where they are, both on and off the screen.
Nearly half of viewers (48%) notice Big Game sponsorships—whether tied to the halftime show or in-stadium branding—while 27% don’t register them, and 25% remain unsure. Younger audiences are the most attentive, with 66% of 18-24 year-olds and 64% of 35-44 year-olds recognizing sponsorships.
In contrast, awareness drops significantly among older viewers, who overwhelmingly report being unsure. For brands, sponsorships offer high visibility, especially among younger and more diverse audiences. However, older demographics may require stronger brand cues and reinforcement beyond the game.
Consumer sentiment toward AI-generated Big Game ads is split. Half (50%) feel neutral, while 29% view them negatively (17% somewhat negative, 12% very negative) and 20% view them positively. Younger audiences tend to be more skeptical, while older respondents lean neutral, and middle-aged viewers (30-50) show mixed reactions.
Younger viewers' higher skepticism of AI suggests that brands should be cautious with AI-driven storytelling and ensure campaigns feel authentic. Older audiences may be blissfully unaware or more open to AI use but could need clear messaging to understand its role in creative development.
Sponsorships effectively engage younger and diverse audiences, but brands should enhance visibility for older demographics with more apparent branding and multi-channel reinforcement.
AI-generated ads are polarizing, with younger consumers showing more skepticism—brands should focus on emotional, authentic storytelling rather than relying solely on AI for novelty unless explicitly clear. Older audiences may be more open to AI in advertising but need clear messaging to understand its role in creative development.
Sponsorships should be part of a broader, integrated strategy—enhancing, not replacing, traditional engagement tactics. They work best when paired with other touchpoints, such as compelling ad creatives, digital activations, and social media engagement. Successful sponsorships go beyond logo placement—they create meaningful connections that extend brand impact before, during, and after the event.
For most consumers, a brand’s presence during the Big Game does not drastically alter their perception, but the effect skews positive. Over half (51%) feel neutral, while 27% view it somewhat positively and 16% very positively. Only 5% reported a negative impact. Women were more likely to be neutral, with a 9pp+ gap than men.
We also see that household income plays a role in brand perception. As income rises, neutrality declines, and positive sentiment increases. Among those earning $150K+, 40% said a brand’s presence impacted them somewhat positively, and 21% viewed it very positively.
Consumers are nearly evenly split on whether they’ve tried a product after seeing it in a Big Game ad. We asked: Have you ever tried a product or brand after first seeing a commercial for it during the Big Game?
Consumers generally see Big Game ads as more engaging than typical commercials: 38% said they are a little more entertaining, 28% said they are much more entertaining, and 26% believe they are no different than ads aired at other times of the year.
Big Game ads reinforce or elevate brand perception, particularly among high-income consumers. While most viewers remain neutral, positive sentiment increases with income. Brands targeting affluent consumers can use Big Game ads to strengthen brand equity and premium positioning.
Entertainment drives attention, but conversion requires strategy. Consumers expect Big Game ads to be more engaging than typical commercials, but entertainment alone doesn’t guarantee action. The brands that turn attention into real impact extend messaging across multiple touchpoints and channels, from pre-game teasers to post-game digital engagement.
Younger and higher-income audiences are more likely to convert—but they need a reason to act. Nearly half of viewers have tried a product after seeing a Big Game ad. For brands aiming to drive immediate action, aligning messaging with incentives—limited-time offers, digital tie-ins, or social-driven activations—can push consumers further down the funnel.
A one-time ad isn’t enough—brand-building takes consistency. While a Big Game presence can increase awareness and brand favorability, long-term loyalty requires sustained engagement. Brands should integrate their Big Game ads into broader storytelling efforts, leveraging social media, influencer partnerships, and retargeting strategies to maximize impact beyond a single night.
Investing in a Big Game ad is just the first step for advertisers. The real opportunity lies in what happens next—whether through sustained engagement, product trials, or creating moments consumers seek out long after the final whistle.
Nearly half (47%) of consumers say they have watched a Big Game commercial online before the game, while 42% have not, and 11% are unsure. Younger audiences who navigate ad-saturated digital worlds are more likely to see and engage with pre-game releases, suggesting higher ad recall and anticipation than older generations.
For brands, early ad releases are not just a tactic to extend reach—they are a critical engagement tool that can build momentum before the game starts.
Despite the hype around Big Game commercials, fewer than a third (28%) of viewers said they have or plan to share an ad on social media, while nearly half (49%) said they would not, and 23% were undecided.
This suggests that while social sharing can amplify ad reach, it’s not a given—brands need to create content that compels audiences to take action.
Consumers are most likely to share an ad if it is:
Here, we confirm that humor remains dominant in creating shareable ads, but entertainment value, emotional resonance, and informativeness can still play a role depending on the audience.
Pre-game digital releases are a strategic advantage. Younger audiences actively seek out ads before game day, allowing brands to build early excitement and extend engagement. A well-timed release can maximize impressions before the ad even airs.
Social sharing isn’t automatic—brands need to earn it. With fewer than one-third of viewers likely to share ads, brands must design content that actively encourages participation. This could include interactive elements, calls to action, or companion social campaigns.
Humor drives virality. Consumers overwhelmingly prefer to share funny ads, making comedic storytelling the most reliable approach for organic reach. However, other angles—entertainment, nostalgia, or informativeness—can enhance an ad’s impact on different segments.
Younger audiences are the key to social amplification and are significantly more likely to watch ads early and share them later. Brands should lean into digital-first strategies to connect with this audience before, during, and after the game.
Big Game ads don’t live in a vacuum—they thrive when extended across digital platforms. The most successful campaigns will be those that capture attention on TV and spark conversations online, where engagement has the potential to keep brands top of mind.
When asked about their favorite Big Game commercial ever, viewers overwhelmingly pointed to ads that blend humor, nostalgia, and memorable storytelling. Iconic brands like Doritos, Coca-Cola, Bud Light, and Volkswagen consistently stood out, but Budweiser’s Clydesdale commercials were a clear favorite. These ads successfully mix sentimental narratives with lighthearted entertainment, making them memorable even to non-drinkers.
The key takeaway? Emotional connection and storytelling—not just product promotion—can make ads stand the test of time. Brands that craft engaging, resonant narratives are far more likely to leave a lasting impression long after the game is over.
Big Game advertising is a massive investment, but true success goes beyond airtime—it’s about understanding where, how, and why ads drive impact. DISQO provides the cross-platform, full-funnel, and always-on measurement brands need to turn visibility into tangible results.
Consumers engage across TV, social media, and digital channels—your measurement should, too. DISQO’s identity-based approach ensures brands can:
Big Game ads generate buzz, but do they influence behavior? DISQO connects the dots from awareness to action, helping brands:
Campaign success isn’t just measured on game day. A measurement strategy that never takes a break helps brands:
With DISQO’s Brand Lift and Outcomes Lift, you can gain a complete picture of advertising effectiveness—across every channel, partner, creative, and media tactic. Get unprecedented clarity across your entire media plan, without gaps, to maximize advertising impact.
Download DISQO’s Sports Advertising Report to unlock more insights that will turn Big Game and Sports ads into measurable and meaningful outcomes.
Methodology
DISQO surveyed 1,008 US adults from our first-party audience on Sunday, February 10, 2025. More than 28 million people have opted in to share their brand experiences with DISQO, empowering clients to cultivate deep insights about their target audiences and perform objective, single-source measurement of advertising effectiveness on attitudes and digital behaviors.