Scoring big: Super Bowl ad impact report 2025

This year’s Super Bowl ad spots cost upwards of $8 million, leading FOX to generate more than $800 million in ad revenue, a new Super Bowl record. This means that these ad spots were a make-or-break moment for in-house creative teams and agencies looking to capture consumer attention and make a lasting cultural impact.

In the days following Super Bowl LIX, we analyzed consumer sentiment of the brands that aired commercials during the game to see if they scored big with consumers.

Download the report or watch our coinciding webinar for an in-depth, data-driven discussion powered by YouGov’s real-time brand tracking and post-game consumer surveys.

In the report and webinar, you'll discover:

• Which brands dominated in awareness, buzz, and consideration across the board?
• How does the performance of 2025 Super Bowl advertising stack up against last year’s ads?
• Are celebrity endorsements still the key to a winning spot?
• What other factors are shaping how viewers perceive these iconic ads?

Don’t miss out on this chance to dive into the metrics that matter and see who really scored big this Super Bowl!

Webinar speakers

Nicole Pike, Global Head, YouGov Sport

Nicole Pike is one of the sports & gaming sectors’ most-respected experts, boasting 20+ years of experience in consulting, custom research, brand tracking, and sponsorship measurement in the space. She has built her career collaborating with major industry players to build meaningful data streams and insights, in turn shaping industry standards for measurement.

In her role at YouGov, Nicole leads the company’s dynamic sports practice area globally, working with her team and clients to expand the value of some of the industry’s deepest and most sophisticated research tools.

Joe Casey, Vice President, Head of Analytics, Research, & Valuation, Oak View Group

Joe Casey is a proven sports and entertainment executive with extensive experience across all facets of sponsorship, valuation, consulting, and marketing. At Oak View Group, Joe is tasked with leading partner relationships across Owned and Operated properties, 3rd Party Representation, Arena Alliance partners, and more. His group provides fair market analysis, valuations, and sponsorship consultancy to maximize ROI and ROO through partnerships while also making sure the brand/property's values and core objectives are fully aligned.

Prior to OVG, Joe served in a leadership role at Playfly Premier Partnerships as their VP, Consulting & Valuation as well as at Endeavor as an Executive Director within the Analytics department leading client relationships for both internal (UFC, PBR, NYFW, 160over90, etc.) and external clients including professional sports teams, leagues, brands, and agencies. Joe oversaw teams that conducted sponsorship and endorsement valuations for jewel assets such as Arena Naming Rights, Jersey Patches, Foundational Partnerships, and Entitlements

Damian Skoczylas, Senior Vice President, Viral Nation

Damian Skoczylas is an entertainment and media executive born in traditional Hollywood merged with the emerging digital entertainment landscape, focusing on branded entertainment, creative dealmaking, marketing, and representation of top-tier digital-native talent.

Before joining Viral Nation as VP of Talent, Damian was the General Manager of The ICON Agency, SVP of Talent at Bottle Rocket Management, SVP of Talent at Studio71, Head of Talent Development at AwesomenessTV, and Senior Talent Manager at Fullscreen, focusing on digital-native talent growth, development, and revenue generation. Before joining the digital entertainment business, Damian worked at Hollywood Management company, Untitled Entertainment, in Talent and Branded Entertainment departments.

Damian is also an associate professor at the University of New Haven in the Pompea College of Business, instructing Talent Management in the department’s Masters of Esports and Sports Management program.

Stefanie Flaum, VP, Group Media Director, Mediaplus Group

Stefanie Flaum has over 15 years of experience in brand strategy and consumer engagement, and leads media operations at Mediaplus, a leading media agency.

YouGov

YouGov is a global market research and analytics company, providing insights into what the world really thinks, does, wants and buys.

To do so, we connect daily with our engaged members around the world to gather their thoughts, behaviors, and opinions. This commitment to real-time interactions with real people enables us to ensure that our research data is powered by reality.

As a YouGov member, your opinions and behaviors are valued and rewarded. Whether you’re answering questions or scanning your shopping, the data you share helps companies, brands, and governments to better understand your reality and make decisions that support your needs.

YouGov /Research Reality