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What “effective” means for Super Bowl ads
Rankings of commercials do not all measure the same thing. Forbes’ February 9, 2026 listing says its assessment considered USA Today Ad Meter likeability, Northwestern Kellogg School’s ADPLAN ratings, System1 star ratings, DAIVID’s AI-based emotional-effectiveness scores, and Sprout Social’s analysis of Super Bowl-related brand conversation. Each captures a different response, and none should be treated as a universal effectiveness score. Forbes’ 2026 list is not used here to reproduce an ordering.
iSpot offers a more specific comparison: its live 2026 top-commercial page ranks ads by Likeability Score. At the time represented by that listing, Pixar’s Hoppers led with 768, the NFL’s “Belief Is a Superpower” followed with 756, Ring’s ad was third with 755, and Universal Orlando’s “Little Man” was fourth with 753. These are iSpot platform scores, not percentages, sales figures, or a ranking based on every possible measure. The page is live and may change. See iSpot’s Super Bowl commercials ranking.
Northwestern Kellogg’s Super Bowl Advertising Review offers a useful creative lens: a strong commercial needs to communicate something meaningful about the brand, whether through a product demonstration, humor, or emotion. As clinical professor Tim Calkins told CBS News, “Google’s ad was really a product demonstration more than anything — most of the successful companies really communicated something about the brand.” That is an expert’s observation, not a quantified rule that every successful ad must follow. CBS News’ Super Bowl advertising coverage.
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- SERVE 25: Football theme birthday party supplies pack contains, 24 x 9 inch paper dinner plate, 24 x 7 inch paper dessert plates, 24 x 9 oz cups（mix 2 designs）, 24 x paper napkins 6.5” x 6.5”folded（mix 2 designs）, 2 pc 54 x 108 inch disposable plastic touchdown tablecloth（mix 2 designs）, 1 set paperbanner (It combines by yard number of the field and the football pattern).
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Five commercials worth considering
1. Ring: “Be a Hero in Your Neighborhood”
Ring’s commercial turns a doorbell camera into a neighborhood tool: neighbors use cameras to help find lost pets. The idea gives the product a concrete role in a story about people helping one another, rather than presenting camera features in isolation. The Associated Press connected the spot to a broader theme of community and neighborliness in this year’s advertising. Marketing professor Kimberly Whitler of the University of Virginia’s Darden School of Business told AP, “A key thread running through this year’s Super Bowl ads was a desire for peace, harmony, community, and neighborliness.” Associated Press coverage.
Ring also has a clear result on a named measurement: iSpot listed it third with a Likeability Score of 755. That establishes high likeability on that platform’s ranking, not sales lift. The available sources do not identify which Ring camera models support the feature shown, so the ad should not be read as a compatibility guide.
Rank #2
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2. Pepsi: “The Choice”
Pepsi’s spot, directed by Taika Waititi, features a cola-loving polar bear taking the Pepsi Challenge and choosing Pepsi Zero Sugar over Coke Zero Sugar in a blind taste test. The fictional scenario makes the rivalry—and the featured product—easy to recognize. PepsiCo’s own description explains the campaign premise. PepsiCo’s “The Choice” announcement.
NBCUniversal’s recap of the February 8 NBC/Peacock broadcast, citing MarketCast TVBE analysis, says the commercial demonstrated that humor could still deliver results and labels its performance “High Likeability.” The cited recap gives no numerical score, so that label should not be compared directly with iSpot’s 755 for Ring. NBCUniversal’s Super Bowl LX advertising recap.
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Rank #3
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PepsiCo also points to its 2025 revival of the Pepsi Challenge: the company says 66% of participants agreed Pepsi Zero Sugar tasted better than Coke Zero Sugar, and that Pepsi Zero Sugar won in all markets where Pepsi conducted the challenge. Those figures are PepsiCo’s report about its own campaign, not results for a nationally representative sample of U.S. cola drinkers. The cited release does not state the number of markets. PepsiCo’s account of the challenge.
3. Levi’s: “Backstory”
Levi’s “Backstory” keeps its visual idea close to the product: jeans-covered backsides move to James Brown’s “Get Up Offa That Thing.” The ad makes the look of a pair of jeans its central benefit rather than layering on a complicated plot. Jason Harris, CEO of Mekanism, called it “refreshingly simple and charming, without being overcomplicated by gimmicks.” He added that it showed “the main benefit of a great pair of jeans: to make your backside look good.” These are Harris’s judgments about the creative, not audience-research scores. CBS News’ coverage of 2026 Super Bowl commercials.
Rank #4
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4. The NFL: “Belief Is a Superpower”
The NFL’s “Belief Is a Superpower” placed second on iSpot’s 2026 list with a Likeability Score of 756, one point above Ring. That makes it a useful reminder that a close position in a likeability ranking does not mean two campaigns share the same message or outcome. The iSpot listing establishes its relative place and score, but the cited information does not provide a sales or brand-impact result. iSpot’s live ranking.
5. Universal Orlando: “Little Man”
Universal Orlando’s “Little Man” appeared fourth on iSpot’s ranking with a score of 753. Like the NFL and Ring spots above it, this result is specifically a platform likeability score. The cited listing does not establish how the commercial affected visits, bookings, or revenue. iSpot’s live ranking.
Quick Recap
Best Value
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How the three named campaigns compare
| Commercial | Product or message | Evidence in the cited coverage | What the evidence does not show |
|---|---|---|---|
| Ring, “Be a Hero in Your Neighborhood” | Doorbell cameras help neighbors find lost pets. | iSpot ranked it third with a Likeability Score of 755; AP described the ad’s lost-pet premise. | Whether the ad increased sales or which camera models support the feature shown. |
| Pepsi, “The Choice” | A polar bear takes a blind taste test and chooses Pepsi Zero Sugar. | NBCUniversal’s recap called it “High Likeability”; PepsiCo reported results from its 2025 Pepsi Challenge. | A numerical likeability score in the cited recap, or an independent, nationally representative taste-test result. |
| Levi’s, “Backstory” | A simple visual celebration of the look of jeans. | Advertising executive Jason Harris praised its simplicity and product focus in comments reported by CBS. | A quantified audience score or evidence of incremental sales. |
Which ad is “most effective” depends on the goal
- For a published likeability ranking: Ring has the clearest result among the three named campaigns, with iSpot’s third-place listing and 755 score. Pepsi’s cited result is a qualitative “High Likeability” label; the Levi’s coverage supplies expert opinion rather than a score.
- For a readily understood product use: Ring’s lost-pet story demonstrates a practical role for a doorbell camera, while Pepsi’s blind-taste-test premise puts Pepsi Zero Sugar at the center of the brand rivalry.
- For a simple, distinctive creative idea: Levi’s connects its jeans to a specific appearance benefit, a strength highlighted by Harris’s expert assessment.
- For measured sales impact: the cited coverage does not establish that any of these three campaigns caused incremental sales. Likeability, a brand’s own promotional test, and an expert’s creative judgment answer different questions.
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