{"id":13177,"date":"2022-02-18T20:28:15","date_gmt":"2022-02-18T20:28:15","guid":{"rendered":"https:\/\/illumin.com\/?p=13177"},"modified":"2026-02-26T11:54:26","modified_gmt":"2026-02-26T16:54:26","slug":"most-viewed-video-ads-super-bowl-2022","status":"publish","type":"post","link":"https:\/\/illumin.com\/insights\/most-viewed-video-ads-super-bowl-2022\/","title":{"rendered":"Most Viewed Video Ads: Super Bowl 2022"},"content":{"rendered":"

With overall viewership down in 2021 and the NFL making advertisers <\/span>sign longer contracts<\/span><\/a>, many wondered what the future held in store for Super Bowl LVI. Luckily, viewership rebounded in 2022 to an estimated 101.1 million (source: <\/span>ESPN<\/span><\/a>), indicating that advertisers could feel secure in their investments. At a cost of roughly $6.5 million for a 30 second spot (source: <\/span>CBS Sports<\/span><\/a>), you can bet that advertisers brought their A-game. So kick your feet up, put your phone on silent and get ready to laugh, cry, and cheer along with some of the best that ad land has to offer.\u00a0<\/span><\/p>\n

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We\u2019re teasing commercials now \u2014that\u2019s a thing?<\/b><\/h4>\n

Seth Rogen and Paul Redd said it best in their <\/span>15-second Lay\u2019s teaser<\/span><\/a> to the tenth place ad in our list; teaser ads are definitely a \u201cthing\u201d. They\u2019re short mini-trailers where brands pre-promote what viewers can expect from their game day ads, proving that for many people, the Super Bowl ads are the real show.\u00a0<\/span><\/p>\n

Teaser videos also gave brands a chance to get a head start in capturing audience attention. As explained by CSO Seraj Bharwani in his recent <\/span>Adweek article<\/span><\/a>, creating a reason for viewers to revisit your page on multiple occasions is a great way to build incrementality \u2014a key metric for gauging if \u201cbroad-reach awareness advertising is working for your brand.\u201d<\/span><\/p>\n

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Looking on the brighter side of 2022<\/b><\/h4>\n

This year\u2019s Super Bowl ads featured a light-hearted and playful tone, bringing some levity into 2022 and giving people something they could feel good about. Brands like T-Mobile and Turkish Airlines chose to focus on unity and the connectedness of people, while others like Amazon and Rakuten went straight for viewers\u2019 funny bones.<\/span><\/p>\n

Now let\u2019s hit the field for the Most Viewed Video Ads of Super Bowl LVI.<\/span><\/p>\n

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Most Viewed Video Ads: Super Bowl 2022<\/b><\/h2>\n\n\n\n\n\n\n\n\n\n\n\n\n\n
Rank<\/b><\/td>\nBrand<\/b><\/td>\nCampaign<\/b><\/td>\nRelease date<\/b><\/td>\nTotal views<\/b><\/td>\n<\/tr>\n
1<\/span><\/td>\nAmazon<\/span><\/td>\nMind Reader<\/span><\/a><\/td>\n02\/07\/2022<\/span><\/td>\n105,375,410<\/span><\/td>\n<\/tr>\n
2<\/span><\/td>\nNissan<\/span><\/td>\nThrill Driver<\/span><\/a><\/td>\n\u00a002\/03\/2022<\/span><\/td>\n66,464,946<\/span><\/td>\n<\/tr>\n
3<\/span><\/td>\nT-Mobile<\/span><\/td>\nDo It For the Phones<\/span><\/a><\/td>\n\u00a002\/11\/2022<\/span><\/td>\n45,709,402<\/span><\/td>\n<\/tr>\n
4<\/span><\/td>\nCheetos<\/span><\/td>\nFlamin\u2019 Hot<\/span><\/a><\/td>\n\u00a002\/01\/2022<\/span><\/td>\n37,431,386<\/span><\/td>\n<\/tr>\n
5<\/span><\/td>\nCrypto.com<\/span><\/td>\nMoment of Truth<\/span><\/a><\/td>\n\u00a002\/13\/2022<\/span><\/td>\n36,401,160<\/span><\/td>\n<\/tr>\n
6<\/span><\/td>\nTurkish Airlines<\/span><\/td>\nPangea<\/span><\/a><\/td>\n\u00a002\/10\/2022<\/span><\/td>\n31,297,573<\/span><\/td>\n<\/tr>\n
7<\/span><\/td>\nBMW<\/span><\/td>\nZeus & Hera<\/span><\/a><\/td>\n\u00a002\/08\/2022<\/span><\/td>\n28,787,797<\/span><\/td>\n<\/tr>\n
8<\/span><\/td>\nT-Mobile<\/span><\/td>\nZach Braff and Donald Faison Sing a Duet for Home Internet<\/span><\/a><\/td>\n\u00a002\/12\/2022<\/span><\/td>\n28,308,572<\/span><\/td>\n<\/tr>\n
9<\/span><\/td>\nRakuten<\/span><\/td>\nHigh Stakes<\/span><\/a><\/td>\n\u00a002\/07\/2022<\/span><\/td>\n20,858,029<\/span><\/td>\n<\/tr>\n
10<\/span><\/td>\nLay\u2019s<\/span><\/td>\nStay Golden<\/a><\/td>\n\u00a002\/13\/2022\u00a0\u00a0<\/span><\/td>\n20,818,814<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n
*Data collected by AcuityAds\u2019 True Reach\u2122 insights platform from February 1 – February 16, 2022\u00a0<\/span><\/h6>\n

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Key Insights<\/b><\/h2>\n

So how do you know if your Super Bowl ads actually work<\/a>? Here are just some key insights from based on this year’s ads.<\/p>\n

When we were young: The power of nostalgia<\/b><\/h3>\n

Our top 10 list included many song references that are at least a decade old, such as Electric Avenue by Eddy Grant in the Zeus and Hera BMW ad. Given that nostalgia marketing is <\/span>used frequently<\/span><\/a> by Super Bowl advertisers. Song choices like these represent a deliberate attempt to tie positive emotion to a brand. Look no further than the 2022 halftime show for more examples of <\/span>musical nostalgia<\/span><\/a>.<\/span><\/p>\n