Experts Rate 2026 Super Bowl Commercials: Best and Worst Ads Revealed
Super Bowl 60 showcased not only a game but also a battleground for advertisers vying for consumer attention. With the Seattle Seahawks triumphing over the New England Patriots, many brands either soared or stumbled with their commercials during this high-stakes event.
Commercial Costs and Impact
The cost of advertising during the Super Bowl remains astronomical, with 30 seconds of airtime reaching up to $10 million. Brands allocate millions more to develop creative content, hire celebrities, and promote their ads in advance.
Expert Reviews of 2026 Super Bowl Commercials
The annual analysis from the Kellogg School of Management at Northwestern University highlights the effectiveness of the commercials. Successful ads often balance emotional appeal and clarity about the product’s utility.
Best and Worst Ads of the 2026 Super Bowl
Top Performer: Google’s Ad for Gemini
Google’s commercial titled “New Home” was rated the best ad of the night. It showcased the company’s Gemini artificial intelligence service. The ad depicted a mother and son using the app to visualize their new house with various renovations.
- Rating: A
- Key Features: Emotional storytelling, relatable scenarios, and user-friendly product demonstration.
Worst Performer: Coinbase’s Commercial
In stark contrast, Coinbase’s ad received a failing grade. The commercial, which included a Backstreet Boys song, lacked clarity about the company’s services and failed to engage the audience.
- Rating: F
- Critique: Unclear messaging about cryptocurrency, failing to convey its relevance to viewers.
Comprehensive Ratings for Super Bowl 60 Ads
| Rating | Brands |
|---|---|
| A | Google, Bosch, Novartis, Anthropic, Michelob ULTRA, NFL, Pepsi, TurboTax, Levi’s |
| B | Fanatics Sportsbook, Lay’s, Ring, Xfinity, T-Mobile, Uber Eats, Hellmann’s, Microsoft Copilot, Squarespace, Grubhub, Wix, Budweiser, Pokémon, Meta, Liquid Death, Red Bull |
| C | Apartments.com, Homes.com, Liquid I.V., Toyota, Dove, Universal Orlando Resort, Pringles, Blue Square, Alliance Against Hate, Hims & Hers, Wegovy, Nerds, Base44, Ro, Dunkin’, Bud Light, Genspark, State Farm, DraftKings, Boehringer Ingelheim, Cadillac, Kinder Bueno, WeatherTech, Amazon (Alexa), OpenAI |
| D | Ritz, The MAHA Center, Poppi, Instacart, Redfin/Rocket, Salesforce, He Gets Us, Svedka, Volkswagen |
| F | Coinbase |
These ratings reflect the effectiveness and creativity of the commercials broadcast during the high-profile event, shedding light on what resonates with viewers. Brand success depends not only on entertainment but also on clear messaging that connects with the audience.
