2025 Super Bowl: The Top Ads For Viewer Attention; Plus More Game Data from TVision

The Eagles beat the Chiefs in the game on the field, but which advertiser won viewer attention? Read on to find out. 

At TVision we maintain the industry's largest passive, in-home attention measurement panel. We measure eyes-on-screen attention, second-by-second to TV. If you are like us and you tuned in to see which Super Bowl ads broke through to capture attention then take a look at our analysis. 

Message to Stop Hate Captured the Most Attention

We all know that ads can only work if people are paying attention. That's why it's important to understand which pieces of creative broke through to capture attention best. Media placement, creative story-telling and context all impact an ad's ability to capture attention.

Robert Kraft's Foundation to Combat Antisemitism's ad "No Reason to Hate" captured attention better than all other ads in the 2025 Super Bowl. The 15 second ad featured Snoop Dogg and Tom Brady going face-to-face to highlight the irrational reasons behind hate.

Other advertisers that captured attention well this year included standard Super Bowl advertisers Bud Light and Budweiser, as well as Pringles and Tubi. Bud Light, Pringles and Tubi delivered laughs with funny and off-beat ads, while Budweiser returned its iconic clydesdale horses. 

All five ads ran in quarters two or three.  Perhaps not coincidentally, those are the two quarters when action on the field was most exciting for a fan base that was rooting for the Philadelphia Eagles to derail the Kansas City Chiefs' three-peat attempts. Ad Attention slightly increased in Q2 over Q1.

Viewer Attention to the Big Game Followed Typical TV Viewing Behavior, With a Few Exceptions

The Super Bowl is embedded in American culture as the biggest TV watching event, and 2025 was no different. The TVision Attention Index measures how attentive viewers are when they are in the room. The linear benchmark on the Attention Index is 100, and this year's Super Bowl recorded a 118.  VPVH (viewers per viewing household) was 2, far outpacing the average for all TV, 1.4.

Men paid more attention to the game than women. In a refute of the common refrain, "I'm just here for the ads", women and men both paid similar levels of attention to the game and the ads. 

Viewer Attention Fell During the Halftime Programming, but Kendrick Lamar's Performance Engaged Viewers 

Each quarter of the game captured attention better than halftime (113 Attention Index)  overall, but viewers engaged better for Kendrick Lamar's performance (128) than the rest of Halftime.