EDO, the TV outcomes company, released its annual ranking of all national Super Bowl LX ads, showcasing brands like Ai.com, Universal Pictures, and Lay’s in the lead with the most engaging spots of the night. For over a decade, EDO has scored every Super Bowl ad from pre-kick to post-game based on how effective each spot is at driving consumer behaviors — such as website visits and brand searches — immediately after the ads airing.

“This year’s Super Bowl continues to make one thing clear: opinions don’t matter, outcomes do. On the biggest stage, we saw brands compete fiercely for a highly engaged audience, delivering compelling creative designed to move consumers closer to purchase rather than earn high marks from critics or survey respondents,” said Kevin Krim, President & CEO of EDO. “AI brands showed up with purpose and drove outsized outcomes, nostalgia proved powerful for reaching Millennials now firmly in the buying seat, and snack brands reminded marketers that simple, tangible offers can still outperform more aspirational health messaging. When you look at outcomes instead of hype, the winners separate themselves.”

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MOST ENGAGING SUPER BOWL LX ADS

According to EDO’s predictive TV outcomes data, the top 10 Super Bowl ads that drove the greatest consumer engagement include:

1. ai.com, Introducing ai.com :30 — 9.1x as much engagement as the median Super Bowl LX ad
2. Universal Pictures, Minions & Monsters :30 — 9.09x as much engagement
3. Lay’s, The Lay’s Challenge :30 — 7.1x as much engagement
4. Netflix, The Adventures of Cliff Booth :60 — 5.7x as much engagement
5. Dunkin’, Good Will Dunkin’ :60 — 5x as much engagement
6. Universal Pictures, Disclosure Day :60 — 4.7x as much engagement
7. Cadillac, The Mission Begins :30 — 4.3x as much engagement
8. Budweiser, American Icons :60 — 4.1x as much engagement
9. Invest America, Investing :30: — 4x as much engagement
10. Wegovy, A New Way :90 — 3.7x as much engagement

“When it comes to Super Bowl advertising, value propositions, familiar cultural cues, and compelling offers consistently drive measurable consumer response and predictive business outcomes,” said Laura Grover, SVP, Head of Client Solutions, EDO. “We saw this playbook employed effectively in both traditional Big Game categories like beer, snacks, and movies, as well as in fast-growing spaces like GenAI and GLP-1. The Super Bowl isn’t just a creative exercise—it’s one of the most powerful advertising moments of the year to drive real business impact, and this year’s results reinforce that for marketers everywhere.”

BIG GAME TRENDS

Super Bowl LX delivered a clear set of outcomes on and off the field, with AI platforms dominating consumer engagement and pharma seeing uneven returns. Millennial nostalgia drove standout results across industries, and snack brands overtook health drinks as this year’s grocery-aisle winners.

1. AI Brands Battle for a Highly Engaged Audience
   1. There were more 2026 Super Bowl ads for AI platforms (7) than traditional beer and auto ads combined (6) — and all but one of those ads generated more consumer engagement than the median spot at this year’s game. ai.com nabbed the crown as this year’s most effective advertiser in any category, generating 9.1x as much impact as the median Super Bowl LX ad. Claude, Genspark, and OpenAI’s Codex all finished above the median, as well.
2. Pharma Brands Go Big — But Results Are Mixed
   1. Pharma brands were all over Super Bowl LX, but not all of them ran up the score. GLP-1 Wegovy by Novo Nordisk was the category’s big winner, generating 3.7x as much engagement as the median ad at the game. Hims & Hers (2.2x) and Boehringer Ingelheim (2.1x) also had big nights in a category that’s become increasingly prominent at the Big Game in recent years.
3. Sorry Millennials, You’re Old Now
   1. Move over Boomers, 90s kids are now the new targets of Super Bowl nostalgia. Dunkin’ employed a cavalcade of Millennials’ favorite stars — including Ben Affleck, Jennifer Aniston, and Jason Alexander — to generate 5x as much engagement as the median Super Bowl LX ad. T-Mobile scored big with a musical number from the Backstreet Boys (2.5x) and Xfinity induced fond memories and strong results (1.3x) by reuniting the cast of “Jurassic Park.”
4. Snack Brands Replace Health Drinks in Grocery Store Winner’s Aisle
   1. Healthy drinks were all the rage back in 2025, but 2026 was the year of the snack brand. Lay’s came 3rd overall with an offer of free chips that generated 7.1x as much engagement as the median ad at Super Bowl LX, joined in the winner’s aisle by another Lay’s spot highlighting its potato farmers (1.2x) and a Pringles ad in which Sabrina Carpenter built her perfect man out of chips (1.8x). Healthy soft drink brand Liquid Death bucked the trend with another powerful Big Game performance (2.2x).