Marketing Dive analyzes key details of the big game each year. For more coverage, view our analysis of the best and worst Super Bowl ads, or check out every commercial that ran during the game with our Super Bowl ad tracker.
37.1M U.S. households tuned into Super Bowl LIX. Viewership was down 5% compared to 2024. 28.8M households watched Kendrick Lamar’s Super Bowl LIX halftime show performance, down 4% from Usher’s 2024 appearance. (Source: Samba TV)
Viewership peaked at 152.4M viewers. This occurred just before the halftime show.
Linear TV viewership decreases as streaming becomes more popular
Freshman advertisers:
T-Mobile’s and Starlink’s “A New Era in Connectivity” advertisement drove 12.6X the online engagement of the average Super Bowl LIX advertisement. Ram’s “Drive Your Own Story” was the game’s second top-performing ad, driving 8.5X the engagement compared to the average Super Bowl LIX advertisement.
Top 5 ads from USA Today Ad Meter by sentiment
Worst 5 ads from USA Today Ad Meter by sentiment
Budweiser | Super Bowl LIX 'First Delivery'
Kendrick Lamar’s performance generated 80M social media engagements and 183K posts. This greatly surpassed Usher’s 2024 performance, which generated 17M engagements and 6K posts.
The Super Bowl generated 2.83B total engagements across Instagram, X and YouTube.
Nike’s “So Win” advertisement got 13K mentions online, making it the most talked about brand.
