Experts Rank 2026’s Best and Worst Super Bowl Commercials
The 2026 Super Bowl showcased not just thrilling gameplay, but also a fierce battle of commercials vying for viewer attention. Significant investments in advertising led to a number of standout performances, both successful and disappointing.
High Stakes for Advertisers
Super Bowl ads command impressive prices, with 30 seconds reaching as much as $10 million. Brands often spend additional millions to enhance their commercials, employing celebrity endorsements and extensive marketing strategies.
Top Performers in Super Bowl Commercials
The Kellogg School of Management evaluates Super Bowl commercials annually, highlighting effectiveness based on emotional engagement and product clarity. This year’s top ad was Google’s promotion for its Gemini AI service.
Best Commercial: Google
Google’s ad, labeled “New Home,” earned an ‘A’ grade. It showcased a heartwarming scene where a mother and her son utilize the Gemini app to visualize their new house with fresh designs. The ad charmingly featured a baby, a lovely home, and a loyal family pet, effectively blending storytelling with product demonstration.
Worst Commercial: Coinbase
In stark contrast, Coinbase’s advertisement received an ‘F’ grade from the Kellogg panel. The ad, featuring a Backstreet Boys song, failed to explain what Coinbase does or its relevance to cryptocurrency. Critics noted its karaoke-like lyrics detracted from clarity, leaving viewers confused.
Complete Ratings for Super Bowl 2026 Ads
The complete rankings offer insights into the performance of various commercials throughout the event. The list below categorizes ads by effectiveness:
| Rating | Advertisers |
|---|---|
| A | Google, Bosch, Novartis, Anthropic (Claude), Michelob ULTRA, NFL, Pepsi, TurboTax, Levi’s |
| B | Fanatics Sportsbook, Lay’s, Ring, Xfinity, T-Mobile, Uber Eats, Hellmann’s, Microsoft Copilot, Squarespace, Grubhub, Wix, Budweiser, Pokémon, Meta, Liquid Death, Red Bull |
| C | Apartments.com, Homes.com, Liquid I.V., Toyota, Dove, Universal Orlando Resort, Pringles, Blue Square Alliance Against Hate, Hims & Hers, Wegovy, Nerds, Base44, Ro, Dunkin’, Bud Light, Genspark, State Farm, DraftKings, Boehringer Ingelheim, Cadillac, Kinder Bueno, WeatherTech, Amazon (Alexa), OpenAI |
| D | Ritz, The MAHA Center, Poppi, Instacart, Redfin/Rocket, Salesforce, He Gets Us, Svedka, Volkswagen |
| F | Edited by Alain Sherter |
This annual review underscores the importance of thoughtful and engaging advertising during high-stakes events like the Super Bowl. Brands must strive to connect with audiences emotionally while effectively communicating their offerings.
