The Big Game may be over, but the real story is just getting started. The creative ideas that captured attention and sparked conversation were a masterclass in what’s working with today’s audiences.
Our 2026 Super Bowl Creative Analysis reveals the strategies that broke through with 127 million viewers, and what you can apply to your campaigns for the rest of the year.
Key takeaways:
- Why meaningful difference matters more than ever in a sea of 82nd-percentile enjoyment scores
- How healthcare brands rewrote the rulebook (and scored higher than ever)
- How AI platforms made complex tech relatable (and what that means for your brand storytelling)
- The nostalgia, humor, and celebrity partnerships that actually drove brand equity
Download the full analysis to see which brands nailed it, which themes are shaping 2026, and how to make your next campaign unforgettable.
Fill out the form to download our 2026 Super Bowl Creative Analysis:
Beyond the Big Game: How brands can score with big-moment marketing
Sports are increasingly one of the few places Americans still come together at scale. In this pre–Super Bowl LinkedIn Live session, Kantar's Ryan McConnell and Steve Kulp dove into what the Big Game reveals about sports’ evolving role as cultural glue—and what that means as the industry approaches a rare run of global tentpole events, including the Olympics and the 2026 World Cup.
Drawing on new Sports MONITOR and U.S. MONITOR data, the Ryan and Steve explored how audiences experience these moments, why they carry outsized cultural weight, and actionable strategies for brands investing in events that now function as shared cultural touchpoints, rather than just media moments.
After the Big Game: Creative trends & top performers
At a time when everyone is served personalized messages and 71% of people expect brands to know what they need, how will Super Bowl spots designed for the masses land this year? What brands will swing for the fences and connect?
In this post-game LinkedIn Live session, Kantar's Kerry Benson and Lexi Cappalli broke down which ads won big and why. They delivered fresh insights on cultural relevance, creative risks that paid off, and unpacked what resonates with audiences today.
Watch the session on-demand now for a clear view of Super Bowl LX trends and how to apply them to your next big moment.
Super Bowl LX news coverage
AdAge: How nostalgic Super Bowl ads are evolving to reach modern audiences
The Hollywood Reporter: Super Bowl Ads: Star Talent Fees Down As AI Surges
Sports Business Journal: Cultural Glue: Why sports is playing an increasingly central role in American life
Business Insider: The Safer Bowl: With tensions running high, Super Bowl advertisers avoid politics and play for laughs
Strategy: Multi-channel mix, Canadiana key to Super Bowl success
Lessons from the Super Bowl's biggest ad successes
In this LinkedIn Live session our experts Kerry Benson, Gina Henderson, and Lexi Cappalli broke down everything from Super Bowl LIX, discussing the biggest ads, trends, and strategies of the night. Tune in now to hear about ads that broke the mold, sparked conversations, and stood out from the crowd on advertising's biggest night.
