Super Bowl LIX achieved record-high viewership with over 126 million viewers tuning in to watch the Philadelphia Eagles take on the Kansas City Chiefs—and of course—to see the ads. This massive audience contributed to more than $600 million in advertising revenue, with 30-second spots commanding up to $8 million.

Given the significant cost, Super Bowl advertising presents an obvious 8-million-dollar-shaped barrier to entry. Brands invest in the ad space, the talent, and untold hours to capture a slice of that sustained attention.

In parallel to this, the modern consumer landscape necessitates that those brands develop their campaigns beyond a singular ‘drop’ to drive sustained impact. Likewise, a holistic measurement of a campaign’s success depends on more than one single metric or approach, and there’s value in understanding the ‘likeability’ of a spot, alongside how many people watched it live, and now—the valuation of the campaign online.

How the Social Index EMV Meter Works

The Social Index EMV Meter: Super Bowl LIX Edition is a new way to track and rank that online valuation, and offers a different perspective from other established ranking authorities, including USA Today’s Ad Meter and Ad Age’s editorial-driven annual ad review. The EMV Meter is closest to Adweek’s ranking via EDO’s ‘Engagement Index,’ which measures how consumers engage online.

Instead of gauging likeability based on personal taste or preference, Social Index EMV Meter takes a data-driven approach and calculates Earned Media Value (EMV), a measurement of how well a campaign generates engagement across social media on platforms like TikTok, Instagram, X, Facebook, and YouTube.

We see each of these approaches as complementary—while the Ad Meter ranks commercials based on community scores evaluating the reception of ads by eligible voters, the Social Index EMV Meter’s ultimate source of truth is performance data: views, likes, comments, and shares from social media.

Used together, these measurement rubrics offer a broader understanding of an ad’s impact and influence—encompassing both creative execution and its impact in the social sphere.

The New Norm: Thinking Beyond The Ad Spot

A Super Bowl commercial is no longer just a 30-second spectacle—it’s a launchpad for ongoing engagement. As Ad Age’s Gillian Follett reports, brands took to social to extend the impact of their in-game commercials, engage with audiences in real-time, and capitalize on viral moments.

Humor and Interactive Posts Drove Engagement

Mountain Dew, Uber Eats, and Lay’s embraced meme culture to amplify their commercials. Lay’s posted frequently on X and encouraged users to reply to receive a potato emoji or a chip flavor assignment (as well as $50,000), while Mountain Dew turned singer Seal’s unhinged cameo into an ongoing meme. Totino’s leaned hard into dark humor, posting a video eulogy for “Chazmo,” the fictional alien that met a gruesome fate in its ad while also releasing a “banned” version of the commercial via social.

Social Media Extended the Cultural Conversation

Nike’s first Super Bowl spot in 27 years saw the brand follow up on X, Threads, and Instagram, reinforcing its messaging by highlighting the achievements of the female athletes featured in the ad. The release of “So Win” during the big game—and not before—also led to massive online engagement. AriZona Iced Tea and Skittles joked about the astronomical cost of a Super Bowl ad, embracing their decision to sit out of the commercial lineup while still making an impact on social.

The Halftime Show Was the Biggest Brand Playground

Kendrick Lamar’s performance of “Not Like Us” spurred major social media activity, with brands like Cash App, Beyond Meat, and Apple Music jumping into the conversation. Apple Music, which sponsored the halftime show, simply posted “They not like us,” generating over 300,000 likes and leading to 24 million views. United Airlines compared Lamar’s camera circling moment to a suitcase spinning on a baggage carousel—earning 93,000 likes and 11 million views on X.

Banter Between Brands Amplified Engagement

Brands continued the tradition of Super Bowl social media banter, with Dunkin’s “DunKings” tracksuits becoming a running joke among brands like Jeep and Pepsi, both of which jokingly asked for one. Cinnabon and Sam Adams reacted to Coffee Mate’s bizarre dancing tongue commercial, while Peloton and Coors Light teamed up on posts about getting fit after Super Bowl indulgences.

A Multi-Platform Approach

Companies like Fetch, Budweiser, Uber Eats, and Instacart implemented multi-platform strategies across X, TikTok, Instagram, Snap, and YouTube to create real-time marketing moments encouraging audience participation.

Fetch, for example, orchestrated a $1.2 million livestream money drop, designed to draw up to 20 million users to its app on Super Bowl Sunday, illustrating how brands are leveraging interactive digital experiences to extend and enhance their Super Bowl campaigns—sometimes foregoing a placement during the broadcast altogether.

Social Index EMV Meter: Ranking the Top 10 Brands

As we noted, the Social Index EMV Meter ranks Super Bowl campaigns based on how well they drive sustained engagement across digital platforms. It’s important to understand that this sustained engagement is ultimately what settles a brand into a specific position.

Below, we’ll analyze this year’s top 10 brands according to Ayzenberg’s Social Index. Notably, our top 10 brands with nationally televised Super Bowl ads used a mix of influencer collaborations, social-first video content, paid media, and user-generated participation to extend their campaigns beyond the game.

(Note: Values are dynamically updated based on active engagement. The EMV listed below reflects totals collected on February 13 at 8:22 AM)

#1. Google Pixel - “Team Pixel”

• EMV: $102,303,766

• USA Today Ad Meter Rank: #14

• Ad Age Rank: #1 (5 stars)

• Adweek Rank: #60

""Team Pixel" placed first in our rankings with their two major ad drops: “Dream Job,” and “Party Blitz.” The campaign’s rise to #1 in the days after the Super Bowl was driven by sizeable amplification and lift from Google’s ownership of the YouTube platform. The ads, featuring Gemini Live on Google Pixel 9, garnered a combined total of 54,112,672 views in six days, which factored heavily into their ascent to the #1 position. Super Bowl spot “Dream Job’ received 27,856,762 views on YouTube alone. A review of top comments indicates that at least that many tears were shed; emotional, influencer-driven—and probably most impactful of all, distributed by Google." - Matthew D., Sr. Director of Content Operations

#2. Doritos - “Crash The Super Bowl”

• EMV: $87,526,514

• USA Today Ad Meter Rank: #11

• Ad Age Rank: #20 (3.5 stars)

• Adweek Rank: #40

“Doritos’ “Crash the Super Bowl” campaign demonstrated the power of “grassroots” engagement, leveraging a social-lead voting approach that built engagements and impressions long before game day. The winning asset received an extra boost from content creator Nate Norell, adding social credibility and reach. Additionally, the Focus Group assets featuring Patrick Mahomes and other Chiefs players, which dropped in January, helped build momentum early, ensuring Doritos remained a dominant presence leading up to and during the Super Bowl.” - Jocelyn Swift Harjes, VP of Insights and Analytics

#3. Lay’s - "The Little Farmer"

• EMV: $64,258,115

• USA Today Ad Meter Rank: #2

• Ad Age Rank: #11 (4 stars)

• Adweek Rank: #26

"While most Super Bowl ads went big with celebrities and over-the-top humor, Lay’s took a more honest approach. Instead of gimmicks, they told a meaningful story about the hardworking families who grow the potatoes behind every bag of chips. The inclusion of real farmers in the spot, added authenticity and warmth, grounding the message in something real. It wasn’t just a feel-good moment; it reinforced Lay’s commitment to its roots. The final line, “Real potatoes grown on family farms across America,” tied everything together perfectly, leaving a lasting impression that felt honest and heartfelt." -

Aayush Kothari, Media Director

#4. T-Mobile - “A New Era”

• EMV: $59,656,827

• USA Today Ad Meter Rank: #51

• Ad Age Rank: #58 (1.5 stars)

• Adweek Rank: #1

“T-Mobile’s “A New Era in Connectivity” Super Bowl ad resonated with consumers by reinforcing the theme of connection—both through its partnership with Starlink to provide service in unreachable areas and its inclusive approach to consumer access. A surprise entry in the first quarter, the ad had no prior announcement leading into the Super Bowl, making its debut even more impactful. It highlighted T-Mobile’s new satellite-powered service, which allows Verizon and AT&T customers to trial the offering for free without switching carriers. This move underscored T-Mobile’s commitment to its people-first values and solidified its position as the Un-carrier. The commercial’s impact was undeniable, dominating in Earned Media Value and ranking highly across multiple industry indexes.” - Chris Gibbons, Sr. Director, Insights and Analytics

#5. Mountain Dew – "Kiss from a Lime"

• EMV: $50,635,831

• USA Today Ad Meter Rank: #24

• Ad Age Rank: #6 (4.5 stars)

• Adweek Rank: #28

“We agree with Becky G’s reaction in the Mountain Dew ad: “Well, this is the weirdest thing I’ve ever seen.” And that’s exactly why it worked. What set this campaign apart was how it built intrigue leading up to the Big Game. By teasing the asset in the weeks prior and extending the concept beyond traditional media—including a Spotify activation with a club remix that we have definitely already played in the office—they transformed the ad into a multi-platform experience, ensuring it stayed top-of-mind well beyond Super Bowl Sunday.“ - Jocelyn Swift Harjes, VP of Insights and Analytics

#6. Michelob ULTRA – "The ULTRA Hustle"

• EMV: $46,549,943

• USA Today Ad Meter Rank: #3

• Ad Age Rank: #12 (4 stars)

• Adweek Rank: #11

“Michelob Ultra’s “The ULTRA Hustle” showed that their beer was worth hustling for, and they wanted to let people both young and old know it. It sends that message through Pickleball, the newest game that’s capturing players across all generations (much like beer does). This message is accented by the celebs involved such as Willem Dafoe, who has long been an actor but is experiencing a renaissance with Gen-Z, and athletes like Randy Moss and Sabrina Ionescu, the former of which is an NFL Legend and the latter a current day All-Star. In an era where a big game commercial can just throw in a random celeb, or jump on a trend for easy engagement, Michelob Ultra refreshingly showcases their inclusions were thoughtfully made so they could hit their target audiences.” - Rafael Benjamin Sales, Sr. Data Strategist

#7. Booking.com – "Get Your Stay Ridiculously Right"

• EMV: $44,058,607

• USA Today Ad Meter Rank: #25

• Ad Age Rank: #19 (3.5)

• Adweek Rank: #81

“Booking.com's Muppet-themed Super Bowl ad was one of the most viewed ads on YouTube and proved one thing I never thought I say during Super Bowl Weekend, “The Muppets are amazing?”. The advertisement excited viewers as they hoped this would usher in a Muppet craze among the younger generation. Booking.com realized that the Muppets have long been forgotten by media but still have a cult fan-based, as evident with the almost 50K strong subreddit r/muppets. The wide variety of Muppets cast helped showcase Booking.com’s wide array of booking options for a family.” - Daniel Ortiz, Analyst

#8. Nike – "So Win."

• EMV: $29,697,312

• USA Today Ad Meter Rank: Not Ranked

• Ad Age Rank: #2 (5 stars)

• Adweek Rank: #27

“Nike’s strategy disrupted the typical Super Bowl marketing playbook of a PR-reveal, fast-followed by a social-centric tease/reveal/ramp-up campaign to create momentum leading up to ‘The Big Game.’ Nike surprised the industry in an earnings call announce and zero leaks in an apparent attempt to create pre-game buzz and a “must-see TV” moment. Ad Age confirmed Nike’s spot on Super Bowl Friday however, the announce was so late that USA Today’s AdMeter panelists, including myself, weren’t able to vote on it. Nike’s EMV Meter #8 and Ad Age #2 rankings suggest that the strategy is working. How well remains to be seen. Standing by to see how Nike’s post-game organic and paid social efforts contribute to the final EMV Rankings.” - Vincent Juarez, a.network Chief Media Officer

#9. Taco Bell – "The Fans"

• EMV: $25,135,702

• USA Today Ad Meter Rank: #45

• Ad Age Rank: #28 (3.5 stars)

• Adweek Rank: #76

“Taco Bell followed the growing sentiment of wanting to see real customers and fans in marketing rather than celebrities, while still referencing their iconic collab with Doja Cat from 2020. The big-time ad showed off photos of Taco Bell lovers in a nostalgic Y2K collage style, a growing aesthetic being explored by the young and reminisced by the older. These collages were more than just stylish, they caught the essence of what the Taco Bell experience is — piling into your car with friends or family at any hour or any occasion to enjoy a taste you can’t get anywhere else, like the Mexican Pizza or the Crunchwrap Supreme. The ad strategy and its final result reinforced that Taco Bell is keeping its eyes open to what people are saying and what appeals to their audience — among a sea of star-studded Super Bowl ads, Taco Bell made their fans the star of the show instead." - Elizabeth Hardy, Senior Analyst

#10. GoDaddy – "Act Like You Know"

• EMV: $19,132,495

• USA Today Ad Meter Rank: #48

• Ad Age Rank: #34 (3 stars)

• Adweek Rank: #46

“The Big Game was at one point a tentpole in GoDaddy’s marketing plan. The brand believed in this so much that they had a 12-year run that ended in 2017. GoDaddy’s 2025 comeback showed a modernized marketing strategy that complemented the traditional broadcast investment with what appeared to be 50+ social extensions across Facebook, Instagram, TikTok, YouTube and X. This was instrumental in driving GoDaddy’s top 10 EMV Meter rankings while offsetting the mid to low rankings on the more traditional rankers.” - Brandon T. Lu, Associate Media Director

Why Advertisers Should Adopt an “All-Meters” Approach

The comparative rankings demonstrate how different methodologies capture different aspects of an ad’s success—no one being right or wrong.

We don’t believe that established measurement tools are competitors or undermine our own rankings—we view them as complementary. For example, the gold-standard Ad Meter provides an averaged assessment of an ad’s entertainment value among a cohort of registered panelists, while the Social Index EMV Meter tracks how campaigns sustain engagement across digital channels.

It’s important to note that some brands were absent from the broadcast altogether but made a splash on social with industry coverage and loads of engagement. Marketing Dive highlights how Avocados From Mexico and Tostitos bypassed traditional TV advertising entirely, focusing solely on digital activations. The fact that brands without Super Bowl spots still achieved widespread engagement reinforces why digital amplification matters as much as traditional impact, and so does its measurement.

By understanding real-time audience response and long-term digital impact, brands can maximize their investment, ensuring that their campaigns don’t just air, but endure.

About Social Index

Social Index is a leading provider of social media measurement and analytics, offering industry-leading benchmarks to evaluate the Earned Media Value (EMV) of brand campaigns. Built on a decade of media analytics and trusted by over 3,000 top brands worldwide, Social Index’s technology delivers dynamic insights that validate the ROI of influencer marketing, content marketing, PR, organic, and paid social campaigns.

Want to know your brand's social ROI for events, sponsorships, or launches? The Social Index EMV Meter goes beyond the Super Bowl, offering dynamic insights across industries. Request a demo today.