Marketing Dive analyzes key details of the big game each year. For more coverage, view our analysis of the best and worst Super Bowl ads, or check out every commercial that ran during the game with our Super Bowl ad tracker.
Overview
63 ads shown
57 unique advertisers
$8M the approximate price of a 30-second ad
$1M the approximate increase from the year prior
(Source: Multiple media outlets)
37.1M U.S. households tuned into Super Bowl LIX. Viewership was down 5% compared to 2024. 28.8M households watched Kendrick Lamar’s Super Bowl LIX halftime show performance, down 4% from Usher’s 2024 appearance.
(Source: Samba TV)
Viewership
Viewership peaked at 152.4M viewers. This occurred just before the halftime show.
(Source: AdImpact)
Linear TV Viewership Decreases As Streaming Becomes More Popular
Super Bowl viewership by platform in 2024 and 2025
Brands
Freshman Advertisers:
- Angel Soft
- Bosch
- Cirkul
- Coffee Mate
- Duracell
- Fetch Rewards
- Häagen-Dazs
- HexClad
- Hims & Hers
- Instacart
- Liquid Death
- MSC Cruises
- NerdWallet
- Novartis
- OpenAI
- Ritz
- Totino’s
T-Mobile’s and Starlink’s “A New Era in Connectivity” advertisement drove 12.6X the online engagement of the average Super Bowl LIX advertisement. Ram’s “Drive Your Own Story” was the game’s second top-performing ad, driving 8.5X the engagement compared to the average Super Bowl LIX advertisement.
(Source: Edo)
Winners (and Losers)
Top 5 Ads From USA Today Ad Meter by Sentiment
Worst 5 Ads From USA Today Ad Meter by Sentiment
🤪 Related Reading: Delightfully Weird: 7 Best Absurdist Marketing Campaigns
Budweiser | Super Bowl LIX ‘First Delivery’
Social Media
Kendrick Lamar’s performance generated 80M social media engagements and 183K posts. This greatly surpassed Usher’s 2024 performance, which generated 17M engagements and 6K posts.
The Super Bowl generated 2.83B total engagements across Instagram, X and YouTube.
(Source: Dash Social)
Nike’s “So Win” advertisement got 13K mentions online, making it the most talked about brand.
(Source: Brandwatch)
Kendrick Lamar Dominated Social Mentions
Dunkin’ and Lady Gaga also garnered significant social media traction.
❤️ Related Reading: Win Social Media Marketing in 2025: 5 Make-or-Break Tactics
This article was written by Sara Karlovitch from Marketing Dive and was legally licensed through the DiveMarketplace by Industry Dive. Please direct all licensing questions to [email protected].
