From kickoff to conversion: what makes Big Game ads unforgettable

The Big Game is more than just football—it’s the ultimate stage for brands to make their mark on millions of viewers. With 30-second ad slots costing $7 million for the third year in a row, brands have just one shot to captivate audiences, leave a lasting impression, and drive engagement that reinforces brand perception.

This year, we conducted a study using UserTesting’s human insight engine to uncover how Big Game ads influence how customers perceive brands and interact with their digital experiences. Here’s what we learned about what makes ads memorable, drives online engagement, and sets brands apart during the biggest advertising event of the year.

1. Humor builds memorability and conversations

It’s no secret that humor works in Big Game ads, but just how effective is it? According to our findings:

• 47% of respondents said humor makes an ad memorable
• 50% noted humor as the primary reason they shared an ad with friends or on social media

When ads are funny, they go beyond entertainment—they spark conversations. Whether it’s a group chat or a social media post, humor can amplify a brand’s message and increase its reach far beyond the game.

How to do it

Gather quick audience reactions to your ad concepts, ensuring the humor resonates and prompts sharing behavior.

Try our concept validation template

2. Celebrity endorsements build trust

Celebrities are not just crowd-pleasers—they're trust-builders. Our study revealed that:

• 53% of respondents said they’re more likely to trust a brand when a celebrity appears in the ad

For brands, leveraging star power can lend credibility and connect with viewers on an emotional level, creating a deeper bond with potential customers.

For example, Apartments.com has continued its longstanding partnership with Jeff Goldblum, bringing his eccentric and charming persona to their campaigns. As "Brad Bellflower," the fictional visionary of the Apartments.com universe, Goldblum effortlessly mixes humor with credibility, highlighting the brand’s innovative features and making it relatable to renters. This approach builds trust while keeping audiences entertained and engaged, proving the power of a well-chosen celebrity endorsement.

How to do it

Assess how your target audience perceives celebrity endorsements in your ads, evaluating the impact on brand trust and credibility.

Try our ad testing template

3. Digital experiences must match the ad’s impact

The ad is only part of the equation. How brands follow up with their digital experiences plays a crucial role in engagement. However, customers are quick to abandon digital interactions if expectations aren’t met:

• 50% of respondents will abandon a website if it takes more than six seconds to load.
• 29% cited too many pop-ups as a dealbreaker

An engaging ad can only take a brand so far—if customers encounter friction online, their perception can quickly turn negative.

How to do it

Identify and address any friction points in your digital platforms, ensuring a seamless user experience post-ad engagement.

Try our website evaluation template

4. Special offers drive engagement

To make the leap from ad viewers to active participants, brands need to offer value:

• 57% of respondents said they’re more likely to engage with a brand that delivers special offers or promotions.
• 24% were drawn to exclusive content.

Offering something tangible during or after the ad keeps customers engaged and encourages interaction with the brand’s digital platforms.

A great example of this is NerdWallet’s “Genius” teaser campaign, currently airing on TV. With a “Coming Soon” disclaimer, NerdWallet builds intrigue by hinting at the launch of its Genius feature—timed to arrive during the Big Game. This strategy not only sparks curiosity but drives anticipation and engagement, ensuring audiences stay tuned for the big reveal.

How to do it

Test the effectiveness of your special offers and promotions, understanding what motivates customers to engage and convert.

Try our conversion optimization template

5. The stakes are high for first impressions

Big Game ads carry immense weight in shaping brand perception. When done right, they can positively influence how customers see a brand. But missteps—like a poor digital experience or unclear messaging—can erode trust and engagement.

Key metrics to watch:

• Customer Satisfaction (CSAT): Reflects overall sentiment after interacting with the ad and digital touchpoints.
• Escalation Rates: High escalation rates from self-service to live agents can signal friction in the digital experience.

By analyzing these metrics and gathering direct feedback, brands can ensure their ads and digital experiences resonate with their audience.

How to do it

Gather feedback on initial customer impressions after interacting with your ad and digital touchpoints, allowing you to measure and improve overall sentiment.

Try our first impression test template

How UserTesting helps brands maximize their impact

Last year's Big Game averaged over 125 million viewers across television and streaming platforms, marking the second consecutive year the event surpassed 100 million viewers. With such a massive audience tuning in, there’s no room for guesswork regarding Big Game ads. Every second counts and brands must ensure their messaging resonates with viewers.

UserTesting helps brands reduce risk and refine their strategies by:

• Testing ad concepts to ensure messaging resonates
• Conducting usability tests on websites and digital experiences to eliminate friction
• Gathering real-time feedback to uncover insights that drive engagement

The bottom line: Big Game ads must deliver on expectations

Big Game ads aren’t just about entertaining viewers—they’re an opportunity to shape brand perception and create meaningful engagement. From using humor and star power to ensuring seamless digital experiences, brands that connect emotionally and functionally with their audience are the ones that win big.