February 5, 2025 – The NFL, Verizon and Budweiser are the most effective Super Bowl LIX brands on Instagram and TikTok so far.
That’s according to new data by global creative effectiveness platform DAIVID, which in the build-up to Super Bowl Sunday today revealed the Big Game advertisers whose social media content is attracting the highest levels of positive emotions, attention and brand recall.
With social media channels playing an increasingly important role in the annual Super Bowl ad battle, DAIVID – an AI platform that helps marketers by predicting the effectiveness of their creative at scale – is tracking the Super Bowl content on TikTok and Instagram that’s generating the most buzz ahead of this weekend’s Big Game.
Brands were ranked using DAIVID’s Creative Effectiveness Score (CES) – a composite metric scored out of 10 which combines the three main drivers of effectiveness: attention, emotions and memory. Early findings include:
TikTok
> Verizon is the most effective Super Bowl LIX brand on TikTok so far, attracting an average score of 6.27 out of 10. The average CES score is 5.8. However, recent research carried out by DAIVID found that 84% of content released on TikTok is generating below average levels of positive emotions, attention and brand recall.
> Verizon’s score was driven by a promo for its Super Bowl LIX FanFest, a Game Day experience for Super Bowl fans that will be deployed across 30 cities across the U.S. The video generated the third highest CES score of any Super Bowl LIX TikTok video tested so far after attracting above average positive emotional engagement, attention and brand recall.
> That put Verizon just ahead of the NFL, which generated an average score of 6.14. The highest-scoring TikTok video was an interview with brothers Jason and Travis Kelce called “Each Other’s Keeper”, which managed a CES score of 6.33 – the highest score from any brand on TikTok.
> Booking.com (6.06) and Reese’s (5.98) were third and fourth respectively, with Ritz Crackers (5.92) also making the top 5 (chart below).
> The Super Bowl brand which generated the most laughs on both Instagram and TikTok was Doritos. Its TikTok content made 27% of viewers laugh, while 29% laughed at its Instagram content. The US norm is 22%.
> The NFL was the most effective Super Bowl LIX brand on Instagram, its content attracting an average score of 6.56 out of 10. The channel’s highest scoring video was “A Dream Come True”, which features an interview with Kansas City Chief star Travis Kelce and his partner Taylor Swift after winning last year’s Super Bowl. Kelce will be trying to win another Super Bowl ring this weekend when the Chiefs take on the Eagles.
> In second spot is Budweiser, which managed an overall CES score of 6.27. The brand’s Instagram content scored consistently above the CES average of 5.8, ranging from 6.0-6.5. The highest performing video was “Left Behind”, which is a teaser for the beer brand’s very cute Big Game ad.
> That put it just ahead of Verizon and Booking.com in joint third (6.17). Michelob Ultra (6.1) was fifth.
Barney Worfolk-Smith, DAIVID’s Chief Growth Officer, said: “It’s already clear that Super Bowl advertisers are harnessing the power of social media to augment their super prime TV real estate on Sunday. It’s not just that there is more social content, but, crucially, it’s richer – helping to tell the Big Game ad story in a much more interesting way and focus more attention on the event.
“These are the early warnings of what themes we can expect on Sunday. Humor looks like an overwhelming theme again, as does a repeated reliance on celebs delivering ‘in-on-the-joke’ schticks. As we said last year, that’s cool but if everyone’s doing the same thing, it’s a lot harder to stand out, be remembered and make ad dollars mean the most. Let’s see if some brands will zig while others zag, and, if they are all playing the same game, who can do it best.”
DAIVID’s Top 5 most effective Super Bowl LIX brands on TikTok – Feb 4
| Rank | Brand | AVG CES score |
| 1 | Verizon | 6.27 |
| 2 | NFL | 6.14 |
| 3 | Booking.com | 6.06 |
| 4 | Reese’s | 5.98 |
| 5 | Ritz (Mondelez) | 5.92 |
DAIVID’s Top 5 most effective Super Bowl LIX brands on Instagram – Feb 4
| Rank | Brand | Aggregated CES score |
| 1 | NFL | 6.56 |
| 2 | Budweiser | 6.27 |
| =3 | Verizon | 6.17 |
| =3 | Booking.com | 6.17 |
| 5 | Michelob Ultra | 6.10 |
Methodology
DAIVID’s social media Super Bowl study was compiled using its AI-powered platform, DAIVID Self-Serve. Trained using tens of millions of human responses to ads, the solution predicts the emotions an ad will generate, and its likely impact on brand and business metrics – enabling advertisers to measure the effectiveness of their ad campaigns at scale. AI models are built by combining facial coding, eye tracking and survey data with computer vision and computer listening APIs. Altogether, 212 pieces of content related to Super Bowl LIX posted by Big Game brands on TikTok and Instagram were included in the study. Data for the chart was compiled at 5pm (EST) on February 4, 2025.
Email webringthewhy@daivid.co to find out more about DAIVID.