Next-day insights on the latest trends in marketing and culture, powered by Hive’s AI models. For more detailed analytics, download the full report below.
Key Insights
Were They Here Last Year?
Brands not active during last year’s Super Bowl made up 51% of the airtime for nationally-televised ads during this year’s Big Game.
Meet My Famous Friends
Celebrity integration into Super Bowl commercials has become a cornerstone of the creative decisions for many brands. This year was no different, with 60% of ads featuring at least 1 celebrity, an increase from 50% last year. Actors and actresses continue to be the most common type of celebrity to be cast in Super Bowl commercials.
EVs Unplugged
This year’s Super Bowl featured the lowest count (1) and lowest percentage of auto ads (50%) referencing electric vehicles since at least 2020.
A Part Of The Game
27 brands earned more than 5 seconds of screen time within the game and postgame telecast (excluding pregame and commercials), totaling almost two hours of cumulative screentime worth $247.8M in equivalent media value.