Forget Valentine’s—February belongs to touchdowns, tailgates, and wings!
Yep, it’s Super Bowl time!
But what really gets America pumped for the big day each year?
It’s a three-way battle between the game itself (21%), the commercials (20%), and the halftime show (21%). Meanwhile, 15% are about the food (respect!). As for the 23%? They won’t be tuning in.
Now, before we talk all things Super Bowl LIX…
Let’s rewind to last year’s Super Bowl LVIII, which brought the heat both on and off the field. The Kansas City Chiefs clinched the Lombardi Trophy in a nail-biter against the San Francisco 49ers, but it wasn’t just about the football:
- Ben Affleck running a Dunkin’ drive-thru? A “chef’s kiss” moment for 13% of fans.
- Jenna Ortega spicing things up in a Doritos Dinamita ad? 9% loved it.
- Arnold Schwarzenegger and Danny DeVito teaming up for State Farm? Memorable for 1 in 10.
In fact, the commercials stole the show for many. 1 in 5 watched every single one. Meanwhile, a third let them play in the background as they tackled wings and nachos. However, 17% zoned out, and 27% skipped the game altogether (I know, we can’t believe it either?!).
So, what do fans want from Super Bowl LIX?
Let’s start with commercials. We asked 600 Americans what they’d like to see this year, and this is what they had to say:
- Laughter takes the lead: 40% want lighthearted, funny ads. No drama, just belly laughs.
- Twists and feel-goods: 19% love a good plot twist, and 17% want those warm, fuzzy family moments.
- A catchy jingle: 16% want to end Super Bowl Sunday with a song stuck in their head
- Fewer celebrity cameos: 13% are ready for brands to focus on the story, not the star power.
- Meaningful moments: Storytelling (11%), social impact (10%) and greater diversity (10%) gaining traction as fans look for more than flashy visuals.
Oh, and as for brands?
Doritos is the clear winner in the pre-Super Bowl ad buzz, with 39% hyped for their commercial. Reese’s isn’t far behind, with 24% ready for another round of chocolate-peanut butter perfection.
Newcomers like Ritz Crackers and Coors Light (14% each) make bold moves, while Popeyes (14%) adds some spice to the lineup. Meanwhile, Häagen-Dazs (14%) and Coffee Mate (11%) are the wildcards to watch.
And c’mon, what’s Super Bowl without a Halftime show?
This year, it’s Kendrick Lamar’s turn to shine. Here’s how 600 Americans feel about it:
- 22% think Kendrick is the perfect pick and are ready for greatness.
- 28% are hoping he’ll put on a good show—he’s good, but they wonder, can he top the legends?
- 20% would’ve preferred someone else (sorry, Kendrick).
- 30%? They’re skipping the show entirely to reload their snack plates.
And if Kenrick were to bring out a special surprise guest onto the field, who would Americans like it to be? Many dream of a collaboration with chart-toppers like Eminem, Rihanna, or Drake (… well, wouldn’t that be a plot twist?!).
With the bar set sky-high by past performers, fans are eager to see if Kendrick can deliver a show-stopping performance or if it’ll just be another halftime chapter in Super Bowl lore.
Super Bowl LIX: watch all of the latest commercials and the reactions
We’ll be sharing how America reacts to the ads as they drop. Follow us on LinkedIn or bookmark this blog to stay updated.
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