Touchdowns & Taglines: Super Bowl LIX

A round up & in-depth analysis on the data, marketing moments, trends & insights.

The Super Bowl isn’t just for football fans—it’s a prime stage for showcasing creative, bold, and unforgettable commercials.

This year, brands utilised a variety of themes and strategies to capture audience attention and be 2025’s must-see Super Bowl ad.

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Super Bowl LIX In Numbers

• Fox projects record US audience of 126 million viewers watched Super Bowl LIX.

• A 30-second Super Bowl ad was $7 million, with slots going for up to $8 million days before the game.

• The Big Game generated 2.83B total engagements across Instagram, X and YouTube (Dash Social)

• Brands earned more than $247.8M in media value from approximately one hour and 51 minutes of in-game logo visual.

• U.S. adults were projected to spend a record $18.6 billion on food, drinks, decorations, apparel, and more for the game.

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Marketing Moments

• Poppi received a lot of controversy over their viral vending machine.

• Olipop took advantage of Poppi’s controversy, jumping in the comments.

• Dunkin’ Donuts dropped new merchandise, following on from their commercial.

• Pringles & Little Caesars coincidently created their ads around flying moustaches and eyebrows so ended up co-collaborating on a social post.

• 65,000 fans joined in with Rocket’s Big Game commercial, singing to “Take me Home, Country Roads”. It was the first Super Bowl ad ever synced to a live, in-stadium sing-along.

  

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Marketing Themes Throughout The Commercials

Nostalgia

Many brands tapped into viewers' memories of the past bringing back beloved characters, iconic scenes, and cultural references.

By blending the old with the new, these ads not only evoked a sense of familiarity but also aligned their products with timeless moments from the past.