Super Bowl LX just wrapped in Santa Clara, and fans are buzzing about more than the final score: the night’s halftime show, led by Puerto Rican superstar Bad Bunny, became one of the most talked‑about cultural moments of the evening. From his high‑energy set blending hits, dance and celebration of music that kept viewers tuned in, the 2026 halftime show added another layer to what has become a truly multimedia event for audiences around the world.
But beyond the music and spectacle, there’s another part of Super Bowl LX that fans engage with equal passion: the commercials. Which ads stole the show: nostalgic throwbacks, AI‑driven storytelling, or superhero cameos?
Ipsos iSay visitors and members in Europe and North America reveal exactly how they engaged with this year’s ads, which trends captured their attention, and which stars lit up the screen in unforgettable ways.
As we close our Super Bowl LX series, following deep dives into culture, community, celebration, halftime snacks, and how fans experience the game in real time , this final article examines the ads, celebrity appearances, and interactive fan moments that make the Super Bowl about much more than what happens on the field.
Which Ad Trends Are Ipsos iSay Visitors and Members Loving the Most?
When asked which Super Bowl ad trends they were most “sold” on, nearly half of our Ipsos iSay members and visitors (45.8%) said they were most excited for the “Nostalgia Trip”, featuring 90s and 2000s celebrity reunions. These commercials spark laughter, conversation, and memories, turning each ad into a shared cultural moment.
This year’s nostalgia trend isn’t just theoretical; it’s rooted in how audiences actually respond to ads. In Ipsos’ analysis of the 2025 Super Bowl commercials, the spot that “best tapped into nostalgia” outperformed norms on memorability and social buzz thanks to its blend of familiar cultural references, humor, and star power, a sign that familiar callbacks help ads stand out and stay top of mind long after they air.
At the same time, more than one in five respondents (22.2%) are drawn to cause-marketing ads that highlight social impact or charitable initiatives. These viewers are looking for meaning in their Super Bowl experience, connecting brand messages to values that resonate beyond the game.
Smaller but still significant groups are captivated by AI-generated storytelling (18.7%), ads that push creative boundaries and offer unexpected narratives, and interactive/shoppable campaigns (13.3%), allowing fans to scan QR codes or engage with promotions in real time. These trends appeal to those who want commercials to do more than entertain; they want to involve, surprise, and spark interaction.
Would You Play Along? How Ipsos iSay Visitors and Members Join the Super Bowl Ad Fun
Ipsos iSay visitors and members revealed how they’d participate in Super Bowl ad challenges:
- Nearly half (48.4%) said they would vote for the best ad, turning commercials into a mini competition.
- Smaller groups would enjoy predicting which ad will go viral (13.9%) or guessing the number of celebrity appearances (7.5%).
- About three in ten fans (30.2%) prefer to simply sit back and watch without participating.
These results show that while some viewers enjoy the game passively, many want to co-create the experience, making commercials part of the excitement and conversation.
Do Super Bowl Ads Really Influence Us?
When it comes to brand influence, Ipsos iSay members and visitors are largely unmoved by Super Bowl ads. Over half (57.7%) say ads don’t influence their opinion at all, while nearly one-third (31.1%) feel occasional or moderate impact. Only a small minority (4.9%) report a strong influence, indicating that even the biggest game of the year rarely sways viewers’ perceptions of a brand.
Even when ads don’t alter purchasing decisions, they create memorable shared moments. Whether through humor, spectacle, or celebrity appearances, commercials remain a central part of the Super Bowl cultural experience. This year, the effect was amplified by Bad Bunny’s halftime show, which kept viewers engaged and sparked conversation across social media and group chats. Just as fans discuss their favorite ads, moments from the halftime performance became part of the same communal experience proving that Super Bowl LX is as much about shared culture and real-time engagement as it is about touchdowns and commercials.
*PhotoCredit: Jakob Owens
Stars, Spectacle, and a Touch of Fun
When it comes to Super Bowl ads, Ipsos iSay visitors and members aren’t just watching; they’re imagining the stories these stars bring to life. More than a quarter (25.7%) of Ipsos iSay members and visitors dreamed of seeing Dwayne “The Rock” Johnson, picturing his signature charisma and humor turning a commercial into a cinematic mini adventure. Beyoncé (18%) also captured imaginations, not on the halftime stage this year but as one of the most requested stars fans hope to see light up a commercial with her star power and stage presence.
Adventure and fantasy thrilled viewers as well: Spider-Man or another Marvel superhero (17.2%) made fans’ wish lists, promising stories full of heroics and excitement that could rival the intensity of the game itself. Smaller groups hoped to see fictional AI or robot characters (8.8%) or Elon Musk (8.3%), showing fans’ curiosity for innovation, surprise, or playful narratives. The remaining 21.9% of fans had other celebrity or character wishes, highlighting the diverse ways audiences imagine commercials bringing their own stories to life.
Fans clearly crave a mix of energy, spectacle, and storytelling. Celebrity appearances not only capture attention but also enhance the narrative dimension of ads, making them feel like an integral part of the Super Bowl story rather than interruptions.
Why Ads Are Part of the Super Bowl Story
From nostalgia trips to AI experiments, from voting on favorite ads to imagining storybook endings on the field, Ipsos iSay visitors and members demonstrate that the Super Bowl is as much about off-field experiences as on-field action. Ads aren’t just commercial breaks; they are moments of community, imagination, and shared excitement, blending culture, celebrity, and participation into one unforgettable day.
Whether fans are cheering for a veteran quarterback, debating halftime snacks, or predicting which ad will go viral, Super Bowl LX proves that fan engagement is multi-layered, creative, and intensely personal. Commercials, stars, and interactive campaigns all help write the story, one that fans get to live in real time.
* These results represent Ipsos iSay web visitors in Europe and North America, conducted January 27– February 2nd, 2026, and may not reflect the views of the general population.
