Televisionation: Swedlow Show — Super Bowl LIX Ads Uncovered: Humor, AI & Trends with Kantar’s Kerry Benson

February 17, 2025

Tracy Swedlow, Editor-in-Chief of ITVT/TVOT, interviews Kerry Benson, SVP of Creative Strategy, Kantar about the Super Bowl LIX ads and their latest report entitled “Kantar 2025 Super Bowl LIX Ad Analysis Final Report.” Key trends include the resurgence of humor in ads, with humor-inclusive ads increasing in Kantar’s database. Brands are integrating humor into their brand stories rather than borrowing it from celebrities. Celebrity appearances are becoming less impactful due to overuse. The highest-performing ad was RAM’s “Goldilocks and the Three Trucks,” while emotional ads included Nike’s “So Wind” and Novartis’ “Your Attention, Please.” Kantar uses AI tools like Link AI and Needscope to measure ad effectiveness, combining quantitative and qualitative data.

The key topics discussed in the conversation include: Super Bowl advertising trends, the role of humor in ads, the importance of brands integrating humor into their storylines, the declining impact of celebrity appearances, the use of nostalgia and cultural cues, the integration of AI and generative AI in advertising, Kantar’s measurement tools and data analysis approach, the consideration of international perspectives and cultural nuances, future trends and innovations in advertising, the identification of highest performing and most emotionally impactful ads, and our personal favorites!