Whether you’re a fan of the commercials, the snacks, the halftime show, or the game itself, watching the Super Bowl is, undoubtedly, an American pastime.
This year, 124.9 million viewers tuned in to Super Bowl LX, only slightly down from last year’s all-time viewership record of 127.7 million. And among the millions who watched, what are the odds that more people could recall their favorite commercial than the final score of the game?
Love them or leave them, Super Bowl commercials offer unique insights into advertising trends and consumer preferences. With brands spending an average of $8 million for just 30-seconds of airtime, every second counts. So, what can businesses without million-dollar ad budgets learn from TV’s priciest, most talked-about commercials?
Top Insights from the 2026 Super Bowl Commercials
Consumers Respond to Emotion That Resonates
Celebrity cameos in Super Bowl ads are the norm. In fact, 59 percent of this year’s commercials featured at least one famous name, as reported by HelloPartner.com. Yet, the same article also noted that ads driven by heartfelt, human stories consistently outperformed those led by big celebs,” citing a study conducted by digital marketing platform System1.
The study, which measured viewers’ emotional response to each Super Bowl ad, revealed that seven of the top 10 ads — ranked by highest emotional reaction — did not include anyone famous.
Instead, it was ads that relied on storytelling and relatability that won over consumers.
Ad Diversification Can Reach New Demographics
According to Variety, this year’s roundup of Super Bowl commercials targeted more women and Gen Z than ever before. While connecting with core demographic categories remains important to maintain loyalty, brands that identify new audience potential may see greater ROI by broadening their reach.
AI Continues to be Top of Mind
Off the gridiron, competing AI assistants vied for viewers’ attention with ads promoting Google Gemini, Microsoft Copilot, and Claude by Anthropic. Other AI-based products were also featured, including Amazon Alexa and Ring home security products.
As more consumers become comfortable with AI in their everyday lives, this technology continues to drive trends not only in consumer purchase behavior but also in the way consumers shop. From chatbots and digital shopping assistants to personalized recommendations, AI is no longer the future of retail. It’s here.
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