After this weekend’s NFL conference championships, the Eagles and Chiefs secured their spots in Super Bowl LVII!

The football players will not be the only ones locked in competition on February 12th. Throughout this year’s Big Game, Super Bowl advertisers will vie for viewers’ attention. While many sports fans excitedly anticipate the next NFL champion, we at The Harris Poll are even more excited to discover which Super Bowl ads will top the charts in our annual Brand Bowl Index!

Our yearly Brand Bowl Index measures advertisers’ success at boosting brand equity from their 30 or 60 seconds of airtime. Super Bowl ads don’t come cheap. At roughly $7 million for 30-seconds of airtime, it’s essential for advertisers to know how their efforts impact brand health.

A look back at Brand Bowl 2022

When we look back on Brand Bowl 2022, several themes stick out. Super Bowl LVI will be remembered as the year of electric vehicles, the metaverse, crypto brands, and sports betting platforms. Some of our favorite takeaways were:

  • Eighty-three percent of US adults who watched Super Bowl LVI agreed the ads are an essential part of the Super Bowl experience.
  • Viewers reported liking their favorite 2022 ad due to visual appeal (40%), ad tone (32%), celebrity casting (31%), ad content (31%), and being introduced to a new product/service/brand (17%).
  • Last year’s viewers said they want to see more funny (56%) ads air during Super Bowl 2023.
  • Amazon Alexa’s comedic ad featuring Scarlett Johansson and Colin Jost posted the highest ad recall rate (39.6%) among US adults who watched last year’s Super Bowl ads.

But most importantly, our top 10 Super Bowl LVI advertisers based on brand equity growth were…

Who will be the Brand Bowl champion of 2023?

In our third annual Brand Bowl report, we will use QuestBrand data to rank the brands airing Super Bowl commercials by brand equity growth.

Brand equity captures the value that consumers see in a brand at a moment in time. It is an average of four components: brand familiarity, perceived quality, purchase consideration, and perceived momentum.

In addition to tracking and ranking advertisers’ growth in overall brand equity, we will also rank the top 10 brands by growth in familiarity, quality, consideration, and momentum.

Which of this year’s advertisers do you think will see the highest brand equity growth?

Return Feb 16th for the full list of rankings in Brand Bowl 2023!


Catherine Ake

Content Strategist

Revisit Brand Bowl 2022


Read Report Learn more

Brand Bowl 2022 Report cover

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