Forget Valentine’s—February belongs to touchdowns, tailgates, and wings!
Yep, it’s Super Bowl time!
But what really gets America pumped for the big day each year?
It’s a three-way battle between the game itself (21%), the commercials (20%), and the halftime show (21%). Meanwhile, 15% are about the food (respect!). As for the 23%? They won’t be tuning in.
Now, before we talk all things Super Bowl LIX…
Let’s rewind to last year’s Super Bowl LVIII, which brought the heat both on and off the field. The Kansas City Chiefs clinched the Lombardi Trophy in a nail-biter against the San Francisco 49ers, but it wasn’t just about the football:
- Ben Affleck running a Dunkin’ drive-thru? A “chef’s kiss” moment for 13% of fans.
- Jenna Ortega spicing things up in a Doritos Dinamita ad? 9% loved it.
- Arnold Schwarzenegger and Danny DeVito teaming up for State Farm? Memorable for 1 in 10.
In fact, the commercials stole the show for many. 1 in 5 watched every single one. Meanwhile, a third let them play in the background as they tackled wings and nachos. However, 17% zoned out, and 27% skipped the game altogether (I know, we can’t believe it either?!).
So, what do fans want from Super Bowl LIX?
Let’s start with commercials. We asked 600 Americans what they’d like to see this year, and this is what they had to say:
- Laughter takes the lead: 40% want lighthearted, funny ads. No drama, just belly laughs.
- Twists and feel-goods: 19% love a good plot twist, and 17% want those warm, fuzzy family moments.
- A catchy jingle: 16% want to end Super Bowl Sunday with a song stuck in their head
- Fewer celebrity cameos: 13% are ready for brands to focus on the story, not the star power.
- Meaningful moments: Storytelling (11%), social impact (10%) and greater diversity (10%) gaining traction as fans look for more than flashy visuals.
Oh, and as for brands?
Doritos is the clear winner in the pre-Super Bowl ad buzz, with 39% hyped for their commercial. Reese’s isn’t far behind, with 24% ready for another round of chocolate-peanut butter perfection.
Newcomers like Ritz Crackers and Coors Light (14% each) make bold moves, while Popeyes (14%) adds some spice to the lineup. Meanwhile, Häagen-Dazs (14%) and Coffee Mate (11%) are the wildcards to watch.
What’s a Super Bowl without snacks and drinks?
Most fans want to roll up their sleeves in the kitchen. 1 in 3 are making their own snacks this year. From cheesy nachos to DIY wings.
Some foods are non-negotiable on game day. Here’s the breakdown:
- Pizza takes the crown with 40%
- Chicken wings come in hot at 38%
- Chips and dip at 34% and nachos at 26%
- Healthier options like veggie platters (14%) and charcuterie boards (15%) are hanging in there for anyone feeling a bit fancy.
And what’s in the cup? - 40% are grabbing soda or soft drinks
- 21% are cracking open ice-cold beer
- 17% are mixing cocktails
And c’mon, what’s Super Bowl without a Halftime show?
This year, it’s Kendrick Lamar’s turn to shine. Here’s how 600 Americans feel about it:
- 22% think Kendrick is the perfect pick and are ready for greatness.
- 28% are hoping he’ll put on a good show—he’s good, but they wonder, can he top the legends?
- 20% would’ve preferred someone else (sorry, Kendrick).
- 30%? They’re skipping the show entirely to reload their snack plates.
And if Kenrick were to bring out a special surprise guest onto the field, who would Americans like it to be? Many dream of a collaboration with chart-toppers like Eminem, Rihanna, or Drake (… well, wouldn’t that be a plot twist?!).
With the bar set sky-high by past performers, fans are eager to see if Kendrick can deliver a show-stopping performance or if it’ll just be another halftime chapter in Super Bowl lore.
Super Bowl LIX: watch all of the latest teasers and the reactions
We’ll be sharing how America reacts to the ads as they drop. Follow us on LinkedIn or bookmark this blog to stay updated.
🥪 Hellmann’s x VML
Hellmann’s is off to a great start with this teaser.
👩❤️👨 52% loved the clever nod to When Harry Met Sally.
Because, c’mon… rom-coms and mayo are the ultimate combo.
🤣 27% thought it was funny (even if they didn’t get the reference).
🤷♂️ 20% were indifferent. Looks like there’s still room to butter them up.
🔥 The anticipation? Only 14% are egg-cited for the full ad and 37% are feeling curious. The rest are more “meh,” but hey, mayo has a way of winning people over!
The big question remains: Is there a special guest coming? People think we may see Billy Crystal (the rom-com icon himself) and Meg Ryan (because what’s When Harry Met Sally without her?)
🍕Totino’s x Dentsu
Totino’s is unfolding the drama this Super Bowl. And the overall impression is positive!
👏 57% were fans, rating the teaser as positive overall.
🤔 Another 34% were feeling “wait and see” about it.
👎 And the “Negative” camp? Almost nonexistent at just 9%. A solid way to kick things off!
🔥 Excitement for Totino’s debut? It’s heating up!
- 33% are pumped for Totino’s Pizza Rolls to make their big-game debut.
- 40% are intrigued to see what Totino’s will roll out.
- Meanwhile, 27% are indifferent.
💭 What are people expecting?
Viewers are looking for humor, creativity, and nostalgia! Some even suggested wild ideas like pizza rolls being delivered from space. 🚀 (Yes, please!)
🥸 Pringles x FCB New York
👓 First impressions? The teaser has people talking.
- 46% are intrigued and excited, showing strong initial interest in Pringles’ big-game play.
- 28% are skeptical, wondering if the ad can live up to the hype.
- 18% are indifferent, and 8% are still unsure, meaning there’s a chance to sway these viewers with the final ad.
🌟 The celebrity lineup? Mixed reviews.
- 45% love the star power, saying the cast adds excitement and appeal.
- 21% think it could be stronger, hinting that more big names might boost the ad’s impact.
- Meanwhile, 20% didn’t recognize the stars, and 15% weren’t impressed by the cameos. Looks like there’s room to sharpen that celebrity strategy!
👀 What are people expecting?
Humor and entertainment are the top asks—fans are looking for laughs in line with Pringles’ playful style!
🍦 Häagen-Dazs x Nice&frank
👀 Häagen-Dazs’s teaser revved up curiosity for some but stalled for others. Here’s the overall sentiment…
- 26% called it “Mysterious and intriguing,” revving up curiosity and suspense.
- 22% found it “Fun and playful,” while 21% said it was “Exciting and action-packed,” showing moderate positive excitement.
- But… 29% felt “Not really feeling much,” suggesting the teaser may have stalled for some viewers.
🔥 Will they watch the full ad?
- 34% are hooked and eager to see more.
- 38% are undecided, leaving room for the full commercial to steer them in the right direction.
- 28% didn’t connect with the teaser.
🕵️ Who’s behind the wheel?
Theories ran wild—from Vin Diesel and Dwayne Johnson to guesses like Tom Cruise and even Jeff Gordon.
🍻 Bud Light
✊ Knock, knock. Bud Light’s teaser scored with 42% of Americans who loved its relatable and laid-back backyard setting.
🙋 Who’s tuning in for the full ad?
37% are already sold, calling it a touchdown.
34% are still on the sidelines, waiting to see more.
29% are benching this one.
📺 Can Bud Light top its Super Bowl legacy?
29% think this year’s ad will score big.
24% say all beer ads feel the same.
31% are unsure, leaving room to impress.
⭐️ Who else do people want to see in Bud Light’s ad?
Aside from Post Malone and Shane Gillis, viewers dropped big names like Taylor Swift, the Kelce brothers, Snoop Dogg, Beyoncé, and Kendrick Lamar. Looks like expectations are high for Bud Light to bring the star power. 👀
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