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Scan for outdated or missing drivers - takes under a minuteDriver Scan →Repair Windows errors before they cause bigger problemsFix Now →Budweiser’s “First Delivery” was the top-rated commercial in USA TODAY’s 2025 Ad Meter, edging out Lay’s “The Little Farmer” by 0.01 points. That makes it the clear answer to who won the audience poll—not a universal verdict on the best, worst, or weirdest ad. Critics published different selections, and Ipsos recognized ads for distinct objectives rather than naming one overall champion.
What was the best Super Bowl commercial in 2025?
By USA TODAY’s audience-rating measure, Budweiser’s “First Delivery” was the best-performing ad. USA TODAY Co. said its 37th annual Ad Meter covered eligible commercials shown during Super Bowl LIX from kickoff through the two-minute warning in the fourth quarter. Panelists rated ads from one to five, and the highest average score won. The announcement reported more than 173,000 registrations; that figure is registrations, not a claim that every registrant completed a rating. USA TODAY Co.’s results and method give the contest’s top five:
| Rank | Advertiser and ad | Average score |
|---|---|---|
| 1 | Budweiser, “First Delivery” | 3.56 |
| 2 | Lay’s, “The Little Farmer” | 3.55 |
| 3 | Michelob Ultra, “The ULTRA Hustle” | 3.52 |
| 4 | Stella Artois, “David + Dave” | 3.51 |
| 5 | NFL, “Somebody” | 3.49 |
The close spread at the top matters: Lay’s trailed Budweiser by just one-hundredth of a point. The Ad Meter answers which eligible ad received the highest average from its panelists; it does not establish that every viewer, critic, or advertiser would choose the same winner.
Why critics’ best lists do not match one another
There was no single cross-publication critics’ ranking in the roundup published by Sports Business Journal. It collected selections made by separate outlets, not a combined score. For example, Ad Age named Nike’s “So Win” and Google’s “Dream Job” among its selections, while The Athletic’s list included Bear Fight Whiskey, Stella Artois, Mountain Dew, Bosch, and Ritz.
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Adweek’s best list spanned Michelob Ultra, Disney+, Dove, Ram, Mountain Dew, Uber Eats, Dunkin’, Coors Light, Google Pixel, and Nike. The New York Times included ChatGPT, Nike, the NFL, Stella Artois, and Squarespace among its best. Those lists show some overlap—Nike and Stella Artois, for instance, appeared in more than one outlet’s best selections—but they are still independent judgments, not a consensus calculation.
Which 2025 Super Bowl ads were called the worst?
“Worst” depends on the publication’s taste and criteria; there is no shared score in the available rankings. Adweek’s worst list named Bud Light, Coffee-Mate, Foundation to Combat Antisemitism, Hellmann’s, and Hims & Hers. The New York Times placed Coffee-Mate, Reese’s, Totino’s Pizza Rolls, Angel Soft, and Hims & Hers among its worst.
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The overlap on Coffee-Mate and Hims & Hers indicates agreement between those two lists, not a universal bottom ranking. In particular, Budweiser’s Ad Meter win and Adweek’s placement of Bud Light among its worst concern different brands and different measures.
What was the weirdest Super Bowl ad of 2025?
No common “weirdest ad” ranking was reported. In the Washington Post critics’ superlatives cited by Sports Business Journal, Mountain Dew received “most disturbing visual,” while Little Caesars and Pringles shared “weirdest disembodied facial hair.” These are attributed critic labels, not a measured result.
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Those distinctions fit the ads’ deliberately odd visual jokes: Mountain Dew put Seal in the role of a seal, Little Caesars animated Eugene Levy’s eyebrows, and Pringles sent flying mustaches to deliver cans of chips. Calling one the weirdest overall is a matter of taste, rather than a result supported by a common judging scale.
What Ipsos recognized—and what those awards measure
Ipsos grouped its Super Bowl LIX recognitions by intended objective, so its results complement the Ad Meter rather than replace it. Ipsos’s 2025 recognitions included:
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- Creative effectiveness: Little Caesars’ “Whoa!” and Pringles’ “Call of the Mustaches.”
- Brand purpose: Nike’s “So Win.”
- Use of brand assets: Budweiser’s “First Delivery.”
- Super Bowl fit: WeatherTech’s “Whatever Comes Your Way.”
- Social conversation: Mountain Dew’s “Kiss From a Lime.”
- Unconventional health awareness: Novartis.
- Nostalgia: Hellmann’s.
- Human-centered AI execution: Google’s “Dream Job.”
Ipsos described Creative|Spark tests with 150 U.S. adults aged 18–65 per ad, a post-game FastFacts survey covering 1,000 U.S. adults in that age range, and Synthesio tracking 4.9 million Super Bowl-related social mentions. These are Ipsos’s stated methods and findings; they measure different responses and objectives, not one independently validated ranking of every ad’s business impact.
Separately, iSpot’s Super Bowl LIX TV Transparency Report page presents promotional highlights, including its report that 71% of the game’s ads generated humor. It also says clear calls to action helped Little Caesars and Uber Eats exceed norms by up to +15% on purchase intent. The complete report is gated behind a form, so these figures should be read as iSpot’s page-level claims rather than as findings from an examined full report.
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The creative patterns behind the most memorable ads
The Associated Press described humor and nostalgia as prominent strategies, with celebrity pairings and visual gags among the ways advertisers tried to make their spots stand out. Budweiser’s “First Delivery” followed a young Clydesdale; Hellmann’s reunited Meg Ryan and Billy Crystal in a deli scene; Coors Light used sloths in a Monday-themed spot; and Pringles made mustaches part of its delivery joke. AP also quoted Northwestern University Kellogg School of Management marketing professor Tim Calkins: “Safe advertising isn’t the advertising you notice or remember.” AP’s account of the ads and commentary places the quote in the context of advertisers balancing familiarity with the need to be noticed.
Some spots paired humor or spectacle with a message about women and girls. Nike featured women athletes around “You can’t win. So win,” the NFL promoted girls’ flag football, and Lay’s told the story of a girl growing a potato. Dove’s ad included the claim that half of girls who quit sports have been criticized for their body type; AP reported that figure as part of the ad, not as independent verification of the underlying statistic.
The useful way to compare these commercials is to keep the measures separate: audience liking, an outlet’s critical judgment, a stated creative or brand objective, social conversation, and the ad’s use of humor or emotional purpose. A commercial can succeed on one dimension without winning on all the others.
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