The confetti has been cleaned up, the Lombardi Trophy is safely in Kansas City, and Travis Kelce and Taylor Swift are most likely enjoying the off-season, but for many, we’re still seeing traces of the Super Bowl through the re-airing of its commercials. When each :30 second spot went for as much as $7 million dollars, brands and companies pulled out all the stops to make the most of their half-minute to minute spots.

We surveyed 500 Americans, aged 18 years and older who watched the 2024 Super Bowl to gather their thoughts - which ads fumbled and which scored a touchdown in the game of audience recall?

Early game advantage VS. Late Game Hurdles

The results from our research suggest that when it comes to Super Bowl ads, timing is everything. The numbers are telling: ads like Lindt, Nerds, and PlutoTV, which aired earlier in the game, had a significant recall rate of over 50%. It seems that viewers were more receptive to the messaging and creative appeal when they were fresh, eager for the game, and not already inundated by so many ads.

Nerds: A tangy triumph with 59% recall

PlutoTV: A win for couch potatoes with 58% recall

Lindt Lindor: Life is a ball with 55% recall

However, as the game wore on, attention spans may have waned - or perhaps the competition just got tougher. This was evident in the recall rates for ads like DoorDash and BIC lighter:

Door Dash: Not answering the door at a 43% recall

BIC lighter: Struggling to ignite interest with a 40% recall

Despite the creativity and large ad-spend, these brands faced a tougher crowd - competing not only against other ads, but also the growing intensity of the game itself.

Creativity and placement count

What can we learn from these recall rates? Both creativity and placement are critical parts of the Super Bowl Sunday playbook. The early ads that scored high on recall not only benefited from their timeslot; they also offered unique, engaging content that viewers could connect with. As the game progressed, ads that were aired later may need to up the ante to keep weary viewers more engaged.

For marketers, the message is clear: ad space during the Super Bowl is premium, and the gameplan should consist of both early placement and standout creativity. But it’s not just about being memorable - it’s also engaging the audience in a way that lasts beyond the final whistle.

As we look ahead to next year’s Super Bowl, brands will no doubt be analyzing this year’s insights and strategizing on how to best capture the viewers. Will we see a bigger shift in how ad slots are valued? Based on our data, the answer is as obvious as another Chief’s playoff run.