The Super Bowl’s Best Ads of 2025

For many Americans, the commercials are a significant part of the Super Bowl experience, sometimes even overshadowing the game itself. Three out of four people who watch the Super Bowl (78%) say they watch the ads, 24% say they watch all of the commercials attentively, and 11% tell us the commercials are their primary reason for watching the event, according to an Ipsos FastFacts study from December 2024.

Ipsos’ Creative Excellence experts have been evaluating and celebrating top-performing Super Bowl ads over the past five years with our annual awards. Unlike the more simplistic Super Bowl ad rankings from other sources, the Ipsos awards are based on a combination of methodologies and provide a more holistic, robust, and nuanced picture of success.

Revisit our live panel discussion unveiling the winners of the Ipsos Creative Excellence Super Bowl Awards. Our experts break down the ads that dominated the social conversation and delve into the strategies that made them truly effective.

Speakers:

• Pedr Howard, Head of Creative Excellence, Ipsos
• Christine Guilfoyle, President, SeeHer
• Eric Weisberg, Global Chief Creative Officer, Havas

Even if you’re not a Super Bowl advertiser, there are plenty of insights to activate for all advertisers.

This session is part of our ongoing Insights to Activate series featuring actionable insights to drive business success.