Posted by & filed under Consumer/Buyer Behavior, Innovation, Integrated Marketing Communications (IMC), Marketing Research, Product Brands and Branding.

Description: Like millions of viewers who tune into the big game year after year, we at FiveThirtyEight LOVE Super Bowl commercials. We love them so much, in fact, that we wanted to know everything about them … by analyzing and categorizing them, of course. We dug into the defining characteristics of a Super Bowl ad, then grouped commercials based on which criteria they shared — and let me tell you, we found some really weird clusters of commercials. We watched 233 ads from the 10 brands that aired the most spots in all 21 Super Bowls this century, according to While we watched, we evaluated ads using seven specific criteria, marking every spot as a “yes” or “no” for each:

Source: – video report

Date: Feb 04, 2021


Questions for discussion:

  • What did the analysis of the ads reveal?
  • Are there trends that seem to be fading these days?
  • Where do you see these ads going in the future, from a creative point of view?