Poppi has secured the highest advertising impact score (+25.0) among all Super Bowl 2025 advertisers, a new YouGov report finds. The prebiotic soda brand featured popular social media influencers in its debut Super Bowl ad, scoring 3.4 points higher than the top advertiser from 2024.
Booking.com (#2) and Dunkin’ (#3), first and second place respectively in 2024, again performed strongly with their 2025 spots, with T-Mobile (#4) and Google Pixel (#5) rounding out the top five.
Pfizer (#10 overall) appeared to change the most minds with its Super Bowl advertisement, seeing the largest uplift in consideration (+4.3 percentage points) of all brands studied.
YouGov’s Scoring big: Super Bowl ad impact report 2025 analyzes the performance of more than 50 Super Bowl commercials, showcasing the 10 most impactful ads. The report also provides insight into how this year’s halftime performance ranks among its predecessors, identifies the most-recognized celebrities, and takes a deeper look at the top-performing advertisers.
In addition to the Advertising Impact rankings, the report also finds that:
- 25% of viewers find the commercials to be their favorite part of the broadcast. This opinion is more common among women than men (28% vs 18%)
- More Super Bowl viewers remembered seeing Snoop Dogg in a commercial (42%) than any other celebrity or influencer asked about
- 36% of 18-29 year olds said Kendrick Lamar’s was their favorite halftime show in the past five years
- Interest in this year’s game among Americans dipped to 42%, compared to 53% last year
- While more than 50% of Super Bowl ads analyzed featured celebrity endorses, just five of the top 10 advertisers leveraged celebrities in their ad
“This year’s ads cost brands upwards of $8 million per 30-second ad spot, While even higher than last year, it continues to be money well spent by those whose ads hit home with viewers,” said Nicole Pike, Global Head of Sport at YouGov. “Our analysis shows that Super Bowl commercials continue to be a powerful way for brands to get in front of the masses and,when done well, drive significant increases in ad awareness, buzz, and purchase consideration.”
YouGov’s Scoring big: Super Bowl ad impact report 2025 combines insights from surveys conducted in the days following the Super Bowl, as well as YouGov BrandIndex, a daily brand health tracker of more than 2,000 US brands for real-time analysis of the Super Bowl commercials.
Download the report here.
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