Super Bowl ad showdown – What brands scored big?
February 1st, 2024, YouGov

Super Bowl ad showdown – What brands scored big?

With a $7 million price tag for a 30-second ad spot, the Super Bowl broadcast is a high-stakes brand investment where advertisers push creative boundaries in the competition for attention.

YouGov's Super Bowl Ad Showdown report and webinar provide a thorough analysis of the 2024 ad top performers as well as an overview of all the trends and insights that surrounded this year’s Big Game.

Find out:

  • Which brands were the top performers for awareness, buzz and consideration
  • How did advertising impact compare to 2023
  • The effect of big-name celebrities on Super Bowl spots
  • What other factors may affect viewers’ perceptions

Want to measure your own Super Bowl campaign performance? Get in touch to get a custom analysis and discover how your brand stacks up against the competition.

The Speakers

Banner with title of the webinar and headshots of Nicole Pike, Lance Fraenkel and Shelby Bier

Shelby Bier, Director of Insights, Entertainment Marketing​, United Talent Agency​

Shelby Bier is an expert on entertainment & culture marketing at the leading global talent, entertainment, sports and advisory company UTA. In her role, Bier helps brands craft their entertainment marketing strategies. Using a blend of analytics, consumer research, and market intelligence, she works closely with corporate clients across industries to evaluate cultural opportunities, talent partnerships, and measure success. Bier’s thought-leadership studies on the entertainment landscape have been featured in publications such as Variety, AdWeek and The Los Angeles Times. Prior to her role at UTA, Bier was a senior research analyst at BuzzFeed.

Nicole Pike, Senior VP Head of Sports & Gaming, YouGov

Nicole Pike is one of the most respected experts in the sports & gaming sectors, boasting 15+ years of experience in consulting, custom research, sales forecasting, brand tracking, and sponsorship measurement in the space. She has built her career collaborating with major players in the industry to build meaningful data streams and insights and shaping industry standards. In a role specially created for her at YouGov, Nicole is designing the future of the company’s analytics in the US sports and gaming sectors, building on what are already some of the industry’s deepest and most sophisticated research tools.

Lance Frankel, Head of Growth – US, YouGov

Lance Fraenkel is Head of Growth at YouGov America, where he collaborates with Fortune 500 clients to identify innovative new approaches to deliver on their research needs. An expert at turning data into insight, Lance has spent more than 16 years at YouGov working hands-on with clients, including partnering closely with major sports leagues and teams.


YouGov is an international research, data and analytics group. We have been building an ever-growing source of consumer data for over 20 years, creating the most complete understanding of your customers’ complex lives. We call it living data. Understand what 26 million+ registered panel members in over 55 markets are thinking now, last week, or last year. Explore, plan, activate and track marketing activity with certainty, at speed, every time.