Hellmann's Super Bowl spot tops online engagement rankings

Hellmann's "Meal Diamond" recorded the biggest rise in online engagement among Super Bowl LX adverts, according to analysis by adtech firm Quantcast.

Quantcast tracked interaction with Super Bowl advertising across what it calls the open internet. It compared activity during the game with the previous week and calculated percentage changes in engagement.

Hellmann's ranked first, up 117%. Michelob ULTRA's "The ULTRA Instructor" followed at 47%, ahead of Instacart's "Bananas" (43%), Pringles' "Pringleleo" (39%), and Dunkin's "Good Will Dunkin" (22%).

"Meal Diamond" featured Andy Samberg and Elle Fanning, used a mayonnaise theme, and parodied the sing-along "Sweet Caroline". Quantcast attributed the result to its retro tone, absurdist humour, and well-known cast.

How Quantcast Measured It

Quantcast used its advertising platform to assess reach and engagement for Super Bowl adverts across the open internet, including news sites and blogs. It excluded closed social networks and subscription services.

The firm measured how many people interacted with campaign materials in those open environments. It then benchmarked engagement during the Super Bowl against the previous week to calculate the percentage uplift for each campaign.

The findings feed into a broader debate about how to measure performance in one of the year's most expensive, high-profile advertising moments. Super Bowl ads often generate a second wave of online attention as publishers discuss them and audiences share them via embedded players and brand pages.

Familiar Themes

Common creative patterns ran through the top performers, including nostalgia, tongue-in-cheek humour, and celebrity appearances. While long-standing Super Bowl staples, Quantcast argued these elements still stand out when audiences engage with ads beyond the live broadcast.

Michelob ULTRA's "The ULTRA Instructor" leaned on recognition of a past film role. Kurt Russell reprised a grizzled coach persona, nodding to his portrayal of Olympic hockey coach Herb Brooks in "Miracle". The ad moved the character from the ice rink to the ski slopes and delivered a 47% engagement lift.

Instacart's "Bananas" used a stylised throwback aesthetic, casting Ben Stiller and Benson Boone as a flamboyant duo performing a glossy, 1980s synth-pop song about fruit ripeness. Quantcast recorded a 43% increase in engagement.

Pringles' "Pringleleo" revived the 1990s line "Once You Pop, The Pop Don't Stop," and paired it with Sabrina Carpenter in what Quantcast described as a modern update. The campaign registered a 39% uplift in engagement.

Dunkin's "Good Will Dunkin" returned to 1990s pop-culture and sitcom cues. It featured Jennifer Aniston, Matt LeBlanc, and Ben Affleck in what Quantcast described as a sitcom-pilot parody, producing a 22% increase in engagement.

Market Context

Quantcast framed the findings against a challenging consumer backdrop, arguing that audiences are responding strongly to creative that emphasises familiarity and shared cultural references.

It also pointed to the open internet's role in shaping post-event attention. News coverage, blog commentary, and embedded video placements can extend an advert's life after the broadcast, while providing signals beyond viewing figures, including interaction rates and repeat exposure in editorial environments.

Quantcast also highlighted the importance of planning campaigns across multiple channels, arguing that the strongest performers align creative ideas with where and when audiences are most likely to engage online.

Nisha Ridout, marketing director at Quantcast, said: "This year's Super Bowl ads were marked by a mix of playful humour and star-studded nostalgia. The numbers make it clear that the audiences respond strongly to familiarity and a sense of collective belonging."

She added that broader economic sentiment may be shaping what viewers want from advertising around shared cultural events.

"With US consumer confidence hitting its lowest point in over a decade, there is a palpable sense of unease. In such a climate, people are not just looking for products but seeking joy and moments of genuine connection. One of the most effective ways to bridge that gap is to evoke the warmth of the past," said Ridout.

Ridout also emphasised integrating measurement and media buying across multiple environments.

"The campaigns that cut through most effectively are those that marry creative resonance with a data-driven, omnichannel approach. By pinpointing precise windows of audience receptivity across the open internet, brands can ensure their messages land exactly when and where they will have the greatest impact," she said.