"AI.com's ad generated 9.1X the engagement compared to the median ad. Universal Picture's Minions ad was a close second, with 9.09X the engagement compared to the median ad. (Source: EDO, based on multiple metrics such as brand search and app downloads) Super Bowl 60 ads were 9% less likely to amuse people compared to 2025's ads. However, ads invoking feelings of nostalgia rose 7% from 2025."
"The Super Bowl generated $550M in earned media value for brands on social media. The game generated 764B potential impressions and an engagement rate of 0.19% Pepsi was the most mentioned brand on social media with 38,188 mentions, followed by Apple Music and Budweiser. Social media chatter peaked around 9:30 p.m. ET when the Seahawks secured the win with over 28M engagements."
Super Bowl LX featured 66 ads, three more than in 2025, and 18 advertisers made Super Bowl debuts. A 30-second ad cost approximately $8 million, unchanged from the prior year. AI.com's ad generated 9.1X the engagement versus the median ad; Universal Picture's Minions ad achieved 9.09X engagement. Ads were 9% less likely to amuse viewers compared to 2025, while nostalgia-driven ads rose 7%. Celebrities appeared 102 times across 39 ads. The game produced $550M in earned social media value, 764B potential impressions, and a 0.19% engagement rate. Pepsi led social mentions with 38,188.
Read at www.marketingdive.com
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