T-Mobile, RAM, Liquid Death Awarded Most Engaging Super Bowl LIX Ads

Associated Press

10-02-2025

EDO, the TV outcomes company, today released its annual ranking of all national Super Bowl LIX ads, awarding brands like T-Mobile, RAM, and Liquid Death with the most engaging spots of the night. For 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 airing.
'This year's Super Bowl advertisers were more diverse than in years past, proving that relevance, authenticity, and differentiation continue to be the way to win on advertising's biggest stage,' said Kevin Krim, President & CEO of EDO. 'With a wide range of brand categories represented in our top 10, the results show that the investment was well worth it for products that aligned with consumer priorities. Beyond game-day impact, we will continue to see the lasting halo effect of Super Bowl ads, driving sustained engagement and business outcomes well past the final whistle.'
MOST ENGAGING SUPER BOWL LIX ADS
According to EDO's predictive TV outcomes data, the top 10 Super Bowl ads that drove the greatest consumer engagement include:
T-Mobile Wireless, You're Connected: 12.6x as much engagement as the median Super Bowl LIX ad
RAM, Drive Your Own Story ft. Glen Powell: 8.5x as much engagement
Liquid Death, It's Safe for Work: 8.0x as much engagement
Universal Pictures, First Dragon Ride: 7.8x as much engagement
Hims & Hers, Sick of the System: 7.7x as much engagement
He Gets Us, What is Greatness?: 6.8x as much engagement
Cirkul, You Got Cirkul: 6.6x as much engagement
Jeep, Freedom ft. Harrison Ford: 6.4x as much engagement
Poppi, Soda Thoughts ft. Jake Shane, Alix Earle, Rob Rausch: 5.5x as much engagement
Universal Pictures' Jurassic World Rebirth, A New Era: 5.0x as much engagement
'Consumer priorities may be evolving, but audiences continue to gravitate toward practicality and real-world utility over novelty,' said Laura Grover, SVP, Head of Client Solutions, EDO. 'This year's Super Bowl made that clear—practical tech outperformed generative AI, health-conscious messaging resonated more than ever, and in auto, a single brand dominated by seizing the lane left open by competitors. These trends reinforce that brands can win in the Big Game when they align with real consumer value while taking bold, strategic positions. The Super Bowl isn't just a branding exercise—it's one of the most powerful advertising moments of the year to move the needle on business performance.'
BIG GAME TRENDS
Super Bowl LIX may have been a blowout, but brands kept up the entertainment during ad breaks. Whether they were introducing game-changing new technologies, tugging at our heartstrings with inspiring stories, or offering new ways to stay healthy, advertisers left it all on the field to make an impact on our industry's biggest stage.
Key ad trends from this year's Big Game lineup include:
Viewers Choose Practical Tech Over GenAI: Whether they were advertising buzzy new products (like Google Pixel, OpenAI, Salesforce) or merely theorizing about them (Coca-Cola), ads featuring generative AI were less effective than the average Super Bowl ad at delivering consumer engagement. Instead, viewers were captivated by the very tangible offer of free, satellite-powered wireless service powered by Starlink and T-Mobile — an exciting partnership that drove greater engagement than any other Super Bowl LIX ad and 1,163% as much impact as the average spot.
Health-Curious Ads Drive Massive Engagement: Throughout the night, consumers demonstrated a keen intent to be healthier, whether that meant losing weight with the new GLP-1 drugs offered by Hims & Hers or enjoying low-calorie drink choices from the likes of Poppi and Cirkul. Flavored sparkling and still water brand Liquid Death was the most impactful of the group, which was 704% more effective than the average Super Bowl LIX ad.
Stellantis Claims Auto Spotlight After Rivals Back Out: Ads from auto brands are usually a Super Bowl staple, but they were conspicuously absent this year. With the spotlight all to themselves, Stellantis-owned brands Jeep and RAM triumphed. Both placed ads in our top 10 for TV outcomes, with RAM's Glen Powell-as-Goldilocks spot generating 748% more engagement than the average Super Bowl ad and Jeep's Harrison Ford-led ode to freedom outperforming the benchmark by 537%.
Women's Empowerment Inspires Consumers to Act: A number of ads won the Big Game by celebrating women's empowerment, and consumers were responsive. Nike returned to the Super Bowl for the first time in 27 years with a who's who of women athletes and a voice-over from recent Grammy winner Doechii. Lay's told an inspiring story of a young girl farming potatoes for its chips. And Novartis shed light on the need for greater awareness of breast cancer. All three outperformed the average Super Bowl advertiser, led by Lay's ad, which was 33% more effective than the benchmark.
EDO's complete performance ranking of Super Bowl LIX ads can be found at EDO.com/SuperBowl. Learn how Super Bowl advertisers across categories stacked up against their competitors with EDO's Share of Engagement charts across Alcohol, CPG Food, Pharma, Restaurants, and 10+ other brand categories.
How we rank the ads
For the 10th consecutive year, EDO has scored every Big Game ad based on incremental online engagement for an advertised brand or product immediately following an individual ad's airing. Each Super Bowl ad performance is indexed to the median-performing in-game spot such that the median airing is indexed at 100. Data in this release is preliminary and subject to slight adjustments based on EDO's final Super Bowl analysis.
About EDO, Inc.
EDO is the TV outcomes company. Our leading measurement platform connects convergent TV airings to the ad-driven consumer behaviors most predictive of future sales. EDO empowers the advertising industry to maximize media impact, optimize creative performance, and know the fair value of every impression — across linear and streaming for an increasingly programmatic world. By combining immediate engagement signals with world-class decision science and vertical AI, EDO equips industry leaders with syndicated, investment-grade data that aligns media to business results — with detailed competitive, category, and historical insights. Leading brands, agencies, networks, streamers, and studios trust EDO's TV intelligence to know what works.
SOURCE: EDO, Inc.
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PUB: 02/10/2025 11:07 AM/DISC: 02/10/2025 11:07 AM