FOR IMMEDIATE RELEASE
Mercury Analytics Reveals What Made Super Bowl 2026 Ads Resonate — and Uncovers Viewer Reactions to a Historic Halftime Moment
Budweiser Tops Ad Rankings; Separate Omnibus Data Highlights Divided Reactions to Bad Bunny’s Halftime Performance
Washington DC, Feb 13, 2026 — Mercury Analytics today released expanded insights from its 2026 Super Bowl Ad Review, providing deeper analysis of the creative elements that resonated most with viewers during this year’s broadcast.
The findings follow the publication of Mercury’s Top 3 Super Bowl commercial rankings, with Budweiser’s American Icons earning the top position, followed by Pepsi’s The Choice and Michelob ULTRA’s The Ultra Instructor. The broader review of 13 national commercials highlights consistent themes in audience response and identifies the factors that separated stronger performers from those that struggled to connect.
Separately, a national Mercury omnibus survey conducted on February 11 examined public reactions to Bad Bunny’s halftime performance. The results point to a sharply mixed audience response: 34% expressed positive feelings about celebrating Latino culture, while 22% described the performance as un-American or unsuited for the Super Bowl stage. Meanwhile, 45% reported little to no strong opinion. Language emerged as the single most polarizing factor in audience response — illustrating how major broadcast moments now operate not only as entertainment, but as cultural flashpoints.
Emotional Storytelling and Brand Heritage Drove the Top Performer
Budweiser’s first-place ranking reflects sustained positive engagement across the full audience sample. Viewers responded strongly to the emotional narrative centered on the relationship between a Clydesdale horse and an eagle, as well as the continued presence of the iconic Clydesdales, which remain closely associated with the Budweiser brand.
The commercial combined familiar brand assets with cinematic production quality, a recognizable soundtrack, and clear thematic symbolism. This integration of emotional storytelling and established brand identity contributed to its consistent performance and broad appeal.
Entertainment Captured Attention, Clarity Sustained It
Across the 13 national commercials evaluated in the review, several recurring drivers of effectiveness emerged:
- 73% of participants described ads as entertaining or enjoyable.
- 41% cited strong visuals and production quality as important in capturing attention.
- 30% praised commercials that communicated a clear and direct message about the product or brand.
- 37% noted celebrity appearances as influencing whether they paid attention.
Where Commercials Fell Short
The review also identified consistent areas where ads underperformed:
- 37% described certain commercials as boring or forgettable.
- 20% reported confusion when the brand connection was unclear.
- 12% found some ads annoying or misaligned in tone.
Commercials that relied heavily on spectacle or humor without reinforcing product relevance were more likely to receive mixed reactions.
Ron Howard, CEO of Mercury Analytics, said the data highlights the growing importance of clarity in high-profile media moments. “In the Super Bowl environment, attention is not the challenge. Staying meaningful is. The commercials that rose to the top were the ones that made the brand unmistakable. When viewers are unsure what they just watched, the opportunity is lost.”
If you are interested in seeing the complete dataset covering all 13 ads (with dial-test results and full AI-assisted MercuryIQ open-ended verbatims), contact Mercury Analytics here.
Methodology
The ad testing findings are based on a national online survey conducted by Mercury Analytics among 1,011 U.S. adults.
The Super Bowl halftime show findings are based on a national omnibus survey conducted by Mercury Analytics among 1,115 U.S. adults.
About Mercury Analytics
Mercury Analytics develops and delivers industry-leading research technology designed to help organizations uncover deep, actionable insights with speed and precision. Combining a veteran team of researchers and in-house developers, Mercury provides clients with a unique blend of methodological expertise and advanced analytics tools, including its flagship platform, the Mercury Analytics Workbench.
From open-ends to full-scale mixed-method studies, Mercury supports a wide range of research needs across industries. The company is known for its hands-on partnership model, high standards of service, and ability to scale solutions without compromising quality. With a strong focus on automation, accuracy, and client experience, Mercury is committed to making high-quality research more accessible, efficient, and impactful.