2023 Super Bowl: The Top Ads For Men 18-34

In our previous posts, we reported on the overall most engaging ads for 2023 Super Bowl viewers as well as the top-performing Super Bowl ads for women aged 18-49. In this post, we wanted to reveal which of the Super Bowl ads were most engaging for the coveted demographic, men aged 18-34.  

At TVision, we measure how much eyes-on-screen attention each ad captures. We passively observe the viewing behavior of our panelists, to provide a real-world look at who is paying attention, to what content, and for how long. 

In this analysis, we've ranked 2023's Super Bowl ads by two key indicators of viewer engagement: Creative Break Through & Attention. Congratulations to all the brands featured on this list, your hard work this year really paid off!

TVision's Creative Breakthrough compares an ad's performance against other ads that ran in the same ad pod. Advertisers can use this information, to identify breakthrough ads.  Our Creative Breakthrough uses an index, so the average performance is 100.  If an ad scores above 100 during the Super Bowl, that means it draws more attention than its neighboring Super Bowl ads and is truly a compelling piece of creative. 

This first list includes the top 21 ads ranked by Creative Breakthrough for men aged 18-34. It's worth noting that we decided to cut this list at 21 because these were the only ads that earned scores over 100 - illustrating how hard it is to win the attention of this demographic - especially as they are co-viewing the big game with their friends.

Ranked 22nd on the overall list, Avacado's of Mexico's "Make it Better" topped the list for young adult men, with an impressive Creative Breakthrough score of 110.8. The ad's irreverent retelling of Adam and Eve's fall from grace used humor and almost nudity to capture eyes-on-screen Attention.   Also at the top of the list, Popcorners "Breaking Good," which pleased fans by bringing back Breaking Bad's Walt, Jessie, and Tuco.  And what would the Super Bowl be without beer ads? With Blue Moon's "The High Stakes Beer Ad", a beer ad made it into the top three for Attention - capturing awareness for three brands at once: Miller Lite, Coors Light, and Blue Moon.  

In this next list, we are highlighting the 4 ads that earned an impressive +50% Attention from men 18-34. TVison's Attention metric tracks what percentage of viewers maintained eyes-on-screen attention for at least 2 seconds. The average Attention for Linear ads is 35.8% and 34.1% for CTV ads.  These ads all did an astounding job, earning attention from more than half of the young adult male viewers who were in the room when the ads were aired. 

Notably, T-Mobile's "Neighborly,"  in which John Travolta and friends crooned a re-write of his hit from Grease, was at the top of our list. T-Mobile's "Neighborly," as well as Skechers' "All Walks of Life" actually made it on all three of our lists for most attentive ads: this one, women 18-49, as well as our overall ranking.