Super Bowl advertising has always capitalized on live-appointment viewership—the collective experience of millions watching at the same time. Despite increasing media fragmentation, the Super Bowl remains one of the few events where audiences tune in together, making it a prime moment for brands to deliver high-impact campaigns.

However, the way viewers engage has changed. Insights from Adtaxi confirm that nearly 70% of viewers engage with secondary media platforms while watching the game, with social media emerging as the dominant second screen. Traditional viewership metrics no longer capture the full scope of audience interaction. Brands must now measure success by how campaigns extend into digital ecosystems, drive social conversations, and sustain engagement long after airtime.

Furthermore, it’s important to note that brands have increasingly embraced the practice of pre-releasing their commercials—a trend that has gained momentum in recent years. By dropping ads days or even weeks before the game, brands extend the conversation window, fueling amplification long before kickoff. This strategy not only allows brands to generate sustained engagement but also gives them an early indicator of audience sentiment and the potential for virality.

The Social Index EMV Meter: Super Bowl LIX Edition quantifies brand impact, analyzing Earned Media Value (EMV) across platforms to determine which brand campaigns drove the most audience interaction—not just passive impressions. This measurement is powered by the Social Index API, leveraging publicly available engagement data—likes, comments, shares, and views—from top social platforms to deliver insights into campaign performance.

Below, we're sharing our rankings for the morning after the Big Game's airing.

Social Index EMV Meter: Super Bowl LIX Edition - Top 10 Brand Campaigns

These brands generated the highest Earned Media Value (EMV) from their Super Bowl LIX campaigns as of Monday, February 10th at 8:30 AM PST. Check back for updates as these rankings reflect active campaigns and are subject to change.

1. Doritos (PepsiCo) – Crash the Super Bowl
   Total EMV: $77,697,470

2. Booking.com (Booking Holdings) – Get Your Stay Ridiculously Right
   Total EMV: $43,391,919

3. Mountain Dew (PepsiCo) – Kiss from a Lime
   Total EMV: $42,042,250

4. Lay’s (PepsiCo) – The Little Farmer
   Total EMV: $41,361,751

5. Michelob ULTRA (Anheuser-Busch InBev) – The ULTRA Hustle
   Total EMV: $41,064,922

6. Google Pixel (Alphabet) – Team Pixel
   Total EMV: $38,174,138

7. Stella Artois (Anheuser-Busch InBev) – David and Dave
   Total EMV: $16,559,239

8. NerdWallet (NerdWallet) – Genius Beluga
   Total EMV: $15,510,872

9. Ram Trucks (Stellantis) – Goldilocks and the Three Trucks
   Total EMV: $11,458,086

10. Bud Light (Anheuser-Busch InBev) – Big Men on Cul-De-Sac
    Total EMV: $11,278,584

➡️ View the full rankings for all 60 Super Bowl LIX ads.

Beyond the Top 10

Additional campaigns generated substantial engagement, and further analysis will examine how creative execution, influencer participation, and platform-specific activations shaped audience response. The evolving nature of digital media means that some campaigns may gain traction well after the game, reinforcing the importance of measuring ongoing audience interaction rather than just momentary visibility.

The Social Index EMV Meter is designed to track brand impact across any major event, providing a dynamic assessment of engagement beyond traditional media metrics. As Super Bowl consumption continues to shift toward multi-platform viewing and interactive content, these rankings will serve as a benchmark for understanding how brand storytelling translates into sustained audience engagement.

The Role of Live-Appointment Viewership in Super Bowl Advertising

The Super Bowl remains one of the last major events where live-appointment viewing behavior is the norm, offering advertisers a rare opportunity to reach a massive, engaged audience at the same time. This collective experience drives real-time reaction, social discourse, and extended engagement, with many campaigns designed to trigger immediate responses on social media. Unlike other major entertainment events, where audiences watch on-demand at their convenience, the Super Bowl’s real-time engagement window is condensed, amplifying both the immediacy and virality of ads that connect with audiences.

Going back to Adtaxi’s latest survey—it’s clear that audiences are no longer just watching the Big Game—they’re interacting across multiple platforms. Seven in ten viewers now engage with secondary media while watching, with social leading among digital (46%) and TV (30%) audiences. More adults now anticipate the ads than the game itself, with 68% citing commercials as the primary reason for tuning in. Digital video has overtaken traditional TV as the dominant viewing method, with 77% of respondents saying they plan to watch across multiple platforms.

This aligns with findings from eMarketer, which notes that Super Bowl advertisers are balancing nostalgia with innovation, leveraging social amplification and AI-driven targeting to maximize engagement. Brands are using digital extensions to make ads more interactive, ensuring they reach consumers in fragmented media environments.

Additionally, Gartner predicts that the next evolution of Super Bowl advertising will include real-time personalization, using AI and social media data to tailor messaging dynamically across platforms. The future of major event advertising will be defined by audience-specific content, shifting away from the one-size-fits-all model that has long dominated television.

How the Social Index EMV Meter Measures Engagement

The Social Index EMV Meter, powered by the Social Index API, applies a multi-variable approach to track engagement across platforms. EMV calculations account for audience engagement, including likes, comments, shares, and views on top social platforms.

Unlike traditional ad rankings, which often focus on immediate audience reactions and viewership, the Social Index EMV Meter measures engagement over time. This includes the full campaign lifecycle—from teaser campaigns before the game to live activations during the broadcast and the sustained social conversation that follows. This approach offers a more complete assessment of brand performance than a simple recall-based ranking.

Why EMV is a More Complete Metric for Campaign Success

Viewership metrics confirm whether an ad was seen. EMV provides insight into whether it resonated, how audiences engaged, and whether it influenced consumer behavior. Some ads generate significant awareness but fail to drive interaction, while others, like Coinbase’s Super Bowl LVI campaign, create unexpected surges in consumer engagement. The success of the Coinbase ad—a bouncing QR code that led to an app download spike and website crash—wasn’t in the execution alone, but in how audiences reacted, shared, and acted on it. The Social Index EMV Meter captures this type of extended impact, identifying campaigns that generate sustained digital engagement beyond their 30-second airtime.

Full Super Bowl LIX Ad Rankings

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—and may the best brand win.