Brief • 3 min Read
After two years of postponing events, cancelling trips, and hiding smiles behind masks, Americans are ready to embrace a positive future (with a few laughs along the way).
Super Bowl advertisers recognized the need for levity and largely created ads with a comedic tone. This year’s spots saw a higher percentage of comedic ads, and a lower percentage of heartfelt ads, than we saw in the prior two Super Bowls.
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Tone matters. When asked why they enjoyed their favorite ad, 32% of viewers who watched Super Bowl ads cited the ad’s tone as a contributing factor. Tone was also a contributing factor (16%) when an ad was chosen as a viewer’s least favorite.
2023’s Super Bowl advertisers should take note. When asked what tone this year’s ad viewers want to see more of in next year’s ads, funny (56%) was the top response, followed by heartfelt (29%), unique (28%), and action-packed (28%). Viewers would like to see less futuristic (20%), mellow (17%), and patriotic (16%) ads in 2023.
Commercials from Super Bowls 2022, 2021, and 2020, were categorized as either “comedic,” “dramatic/action,” “heartfelt,” or “upbeat” by the Harris Insights Team.
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