The analysis done by the video ad platform XR Extreme Reach on this year’s Super Bowl Ads reveals some interesting trends. The use of humor as a storytelling device has significantly increased, with 85% of ads using humor compared to 71% in 2023. On the other hand, the use of celebrities and calls to action has decreased, with only 54% of ads featuring celebrities compared to 77% in 2023.
There has also been a decline in the use of talent with darker skin tones compared to two years ago, which XR noted as a concerning trend. Despite this decrease, almost two-thirds of this year’s ads still featured people with darker skin tones. The analysis also found that there was a more balanced gender portrayal in this year’s ads compared to two years ago, with more ads featuring seniors as well.
Overall, the Super Bowl ads continue to outperform global benchmarks, according to XR’s research. The analysis was based on insights delivered by XRIQ, XR’s AI-powered creative intelligence suite, which is marketed to brands as a tool to help create more engaging ads. With brands shifting away from using celebrities and calls to action as primary engagement tactics, the focus seems to be on stronger storytelling to create stronger emotional connections with audiences.
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