The debate around Big Game ad effectiveness took a sharp turn this year as new research showed that human centered storytelling resonated far more with viewers than ads built around artificial intelligence messaging. According to findings released by System1, consumer favorites during the Big Game were emotional and relatable campaigns, despite a surge in AI focused creative from advertisers.
System1 analyzed more than one hundred thousand ads through its Test Your Ad Competitive Edge platform, the world largest database of emotional response norms. The platform measures how audiences feel when watching ads and assigns a star score ranging from one point zero to five point nine, based on long term brand building potential. Ads that trigger strong positive emotions such as happiness or surprise tend to perform best over time.
This year, eighteen percent of Big Game commercials included explicit AI messaging. Those ads averaged just two point one Stars, well below the overall Big Game average of two point seven Stars. That figure also marked a decline from the three point zero Star average recorded in 2025. By comparison, the average score for all United States advertising currently sits at two point four Stars, highlighting a broader softness in emotional impact.
Despite the overall downturn in Big Game ad effectiveness, several standout campaigns helped offset weaker performers. A record number of ads achieved five Star ratings, led by the National Football League spots You Are Special and Champion. Other top scoring ads included Budweiser American Icons, Universal Orlando Resort Lil Bro, and Michelob Ultra The Ultra Instructor. All of the highest ranked ads came from returning advertisers with a long history of Big Game presence.
The analysis revealed that the strongest performers shared a common thread. They focused on human stories rather than technical demonstrations. Among the top ten ads, only one relied directly on AI as a message, and even that execution succeeded by grounding the technology in an emotional use case. Ring Search Party from Ring used AI to help reunite lost pets with owners, framing the technology through empathy rather than novelty.
Celebrity appearances were common across the Big Game lineup, with nearly sixty percent of ads featuring star power. However, seven of the top ten ads succeeded without relying on famous faces. System1 noted that while celebrities can drive short term attention, they are rarely enough to build lasting brand equity on their own. Cultural relevance and consistency played a larger role, with brands like Budweiser, Pepsi, Red Bull, Hellmann’s, and Michelob Ultra leaning on familiar creative assets and long standing brand cues.
One area of concern was brand recognition. This year Big Game ads averaged seventy eight percent correct brand identification, meaning nearly one in four viewers could not recall which brand an ad represented. This marked the lowest recognition score across seven years of System1 testing. Many advertisers also underused distinctive brand codes, which research shows are critical for memorability.
“The most compelling subplot of the night was how AI companies would sell a use case for the tech,” said Jon Evans, Chief Customer Officer at System1 and host of Uncensored CMO podcast. “Most of these ads lacked storytelling, a character to root for and clarity on who the ad was for. CPG is still the reigning champion. These advertisers return again and again and are well versed in tried and true effectiveness principles like narratives featuring real people, humor and distinctive brand cues.”
As brands plan future marquee moments, the findings suggest Big Game ad effectiveness will increasingly depend on emotional connection rather than technical spectacle. In a year dominated by AI narratives, it was human creativity that ultimately won the night and reinforced what drives long term brand growth.
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