Best and worst Super Bowl commercials of 2026 as rated by experts

Super Bowl 60 saw the Seattle Seahawks claim victory over the New England Patriots, but there were plenty of other winners — and losers — off the field during the game, with some brands scoring with their commercials and others fumbling their attempts for a loss.  Edited by Alain Sherter In:

Super Bowl 60 saw the Seattle Seahawks claim victory over the New England Patriots, but there were plenty of other winners — and losers — off the field during the game, with some brands scoring with their commercials and others fumbling their attempts for a loss. 

The stakes are high for advertisers, with 30 seconds of airtime fetching as much as $10 million in Sunday's game. Brands pay additional millions to craft their commercials, hire celebrity spokespeople and market their ads before the game. 

The most effective Super Bowl ads this year delivered an emotional or humorous punch while also clearly conveying the importance or utility of their products, according to Northwestern University's Kellogg School of Management. The annual post-game ad breakdown ranked Google's spot for its Gemini artificial intelligence service as the best this year because it tugged at the heartstrings while also showing how the platform could be used to picture a newly bought home with fresh paint, a redecorated child's bedroom and a cozy garden.

"This ad captures what Google has historically done best: pairing genuine emotional storytelling with a clear illustration of how the product fits naturally into people's lives," said Tim Calkins, clinical professor of marketing and co-lead of the Kellogg School Super Bowl Advertising Review.

Coinbase, meanwhile, earned a failing grade from Kellogg's ad review for using a Backstreet Boys song with karaoke-like lyrics. The ad failed to show viewers what Coinbase does or why they might want to use it, the business school said.