Big game, bigger ads: Which brands took the trophy in 2022?

The big game might bring out bitter rivalries at your watch party, but we can all root for the commercials. With 30-second slots costing as much as $7 million this year, marketing teams were feeling the game-day pressure as much as the players. But the blood, sweat, tears and meticulous market research that went into this year’s ads paid off, as an estimated 117 million people tuned in to cheer on their team (and their favorite brands).

With so much on the line, we used Sprout Social’s Advanced Listening tool (digging into Tweets posted between February 13 and February 14, 2022) to see which commercials had viewers taking their snack breaks during playing time.

Most valuable player

Peyton Manning is a sought-after spokesperson. From Papa John’s to State Farm, his likeness has been inspiring customers to buy since his professional football debut in 1998.

His Michelob Ultra commercial was no exception. While Peyton might have had the most screen time, Serena Williams stole the show.