US EditionDunkin' Donuts, T-Mobile, Budweiser Take Top Super Bowl LX Commercial Spots
Budweiser earned its 10th USA TODAY Ad Meter win as 60-second commercials dominated viewer ratings while AI-themed ads ranked near the bottom of 54 commercials.
- Updated Feb. 9, 2026, USA TODAY's Ad Meter showed Budweiser won for the 10th time and second straight year after ratings of 54 Super Bowl 60 commercials watched by about 100 million viewers.
- Longer-Form 60-second ads dominated the top eight Ad Meter spots, while 30-second spots costing $8 million to $10 million posed economic challenges for advertisers.
- Meta's two "Athletic Intelligence Is Here" spots scored 2.45 and 2.49, AI-themed spots ranked 45–48, and Coinbase finished last again in this year's Ad Meter.
- Health-Focused messaging achieved measurable resonance when the Novartis spot scored 3.39 and finished seventh, while Hims & Hers bluntly stated `Rich people live longer`, grabbing attention.
- Many ads leaned on star power, with Peyton Manning, Ben Stiller, and Backstreet Boys, while de-aging effects in Dunkin' and Comcast spots drew viewer discomfort, suggesting a backfire.
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Source: Aaron M. Sprecher / Getty As many of us know, Super Bowl Sunday is not just about the game or the halftime show; the commercials are equally important. This is where you can expect to see some of the best, creative and funniest commercials you’ve ever seen. Companies pay millions of dollars to run their commercials during the Super Bowl due to the Super Bowl being one of the most highly watched programs on TV each year. Check out our fav…
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