"While Super Bowl rankings often focus on social buzz or viewer polls, Kinetiq and DAIVID's new study looks at how often ads were replayed across US television after the game - including news coverage, morning shows, and broader broadcast programming. These replays represent additional earned exposure, offering a clearer view of which campaigns continued to command attention once the game is over."
"According to Kinetiq's analysis - conducted in partnership with creative data provider DAIVID - ads from Dunkin Donuts, Budweiser, and Salesforce generated the highest numbers of earned TV replays in the 24 hours following the game, extending their reach well beyond the initial broadcast."
"Dunkin Donuts' "Good Will Dunkin" emerged as the most replayed Super Bowl LX ad across US news and streaming television in the 24 hours following the game. The spot, featuring a host of stars including Ben Affleck, narrowly edged out Budweiser's "American Icons" and Salesforce's "The Vault", which ranked second and third, respectively."
Kinetiq tracked Super Bowl LX commercials across US networks during the first 24 hours after the game using proprietary TV ad detection technology. DAIVID applied its AI-powered creative data platform to analyze why certain spots generated earned replays across news, morning shows, and broader broadcast programming. Dunkin Donuts' "Good Will Dunkin" was the most replayed ad, with Budweiser's "American Icons" and Salesforce's "The Vault" following. Some repeat exposure resulted from online backlash or high-value stunts such as million-dollar giveaways. Earned TV replays provided measurable additional exposure beyond the initial expensive Super Bowl placements.
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