In the wild world of Super Bowl ads, where vehicles fly and celebrities appear in often whacky content, the stakes are high and the opinions even higher. The Action Network has tapped into the minds of NFL fans to uncover which ads sparked controversy, which celebs stole the spotlight, and if that 'perfect' commercial actually influenced fans purchasing decisions.
We asked over 3,000 NFL fans the following:
🏈 Which Super Bowl commercial is the most controversial of all-time?#
🏈 Which celebrity cameo/appearance from last year’s Super Bowl ads was your favorite?
🏈 Which celebrity would you most like to see in a Super Bowl ad?
🏈 Have you ever purchased a product because of an advertisement at the Super Bowl?
🏈 Do you think political advertising should be allowed during the Super Bowl?
Most Controversial Super Bowl Ads According To Fans
Remember that uneasy feeling you had watching GoDaddy's spot in 2015? You're not alone. It notched up 10% of fan votes as the most memorable ad, for better or worse. Coca-Cola's "It's Beautiful" took 9%, mixing heartfelt imagery with debate, while General Motors' "Robot Suicide" and PETA’s risqué "Last Longer" campaign both put in a tie at 7%.
| Super Bowl Commercial | NFL Fan Response |
| GoDaddy 2015 Commercial | 10% |
| Coca-Cola: "It's Beautiful" | 9% |
| General Motors’ “Robot Suicide” Commercial | 7% |
| PETA’s “Last Longer” Commercial | 7% |
| Snickers “Kiss” Commercial | 6% |
| Tim Tebow’s “Focus on the Family” Commercial | 5% |
| Carl’s Jr “All-Natural” Commercial | 4% |
| Coinbase QR Code Commercial | 3% |
| Just For Feet: "Kenyan Mission" | 3% |
| Nationwide Insurance: "Boy" | 2% |
Who can forget the Snickers "Kiss" commercial? Apparently, 6% of fans didn't—or maybe they just really love peanuts. Meanwhile, Tim Tebow's more serious "Focus on the Family" effort nabbed a thoughtful 5%. In other ad news, Carl’s Jr.'s "All-Natural" ad, known more for its natural attributes than natural ingredients, charmed only 4%.
The Coinbase QR Code and Just For Feet’s “Kenyan Mission” ads each hit the 3% mark, holding hands at the lower end of the spectrum. Let’s also pour one out for Nationwide Insurance's somber "Boy" commercial, resonating a solemn 2%.
Generational Differences
When it comes to the most controversial Super Bowl ads, each generation brings its own flavor of debate to the table. For Gen Z, aged 18-24, Coca-Cola's "It's Beautiful" bubbles to the top at 17%.
Meanwhile, the millennials and Gen Xers, aged 25-44, seem to have a shared appreciation (or, should we say, a vivid memory?) of GoDaddy's 2015 commercial. This ad sparked enough buzz to earn 13% among 25-34-year-olds and a still-noteworthy 10-11% for those just climbing into their forties and fifties.
As for the 55+ group, they've cast their gaze towards PETA’s cheeky "Last Longer" campaign, with 8% saluting its bold approach.
Celebrity Appearances – Fan Favourites
Nothing spices up a Super Bowl ad like a splash of celebrity glamour. Enter Beyoncé, whose Verizon ad had 13% of fans singing "Irreplaceable" for winning their hearts. Right on her heels, Ben Affleck brought his Dunkin' Donuts love to 11% of the crowd, with the New England Patriots' poster boy, Tom Brady, not far behind at 10%. Dunkin’ fans sure do have great taste!
| Celebrity Appearance | NFL Fan Response |
| Beyoncé (Verizon) | 13% |
| Ben Affleck (Dunkin Donuts) | 11% |
| Tom Brady (Dunkin Donuts) | 10% |
| Arnold Schwarzenegger (Dunkin Donuts) | 8% |
| Jennifer Lopez (Dunkin Donuts) | 6% |
| Jenna Ortega (Doritos) | 6% |
| Matt Damon (Dunkin Donuts) | 6% |
| Chris Pratt (Pringles) | 5% |
| Christopher Walken (BMW) | 5% |
| Judge Judy (e.l.f.) | 4% |
| Ice Spice (Starry) | 3% |
| Michael Cera (Cera Ve) | 3% |
| Carl Weathers | 3% |
| Eric André (Drumstick) | 2% |
Arnold Schwarzenegger proved he could still electrify an audience—or maybe it was the donut high—with 8% of fans impressed by his Dunkin' campaign. Celeb power continued as Jennifer Lopez, Jenna Ortega (Doritos), and Matt Damon (another Dunkin' classic) all rounded up 6%.
Chris Pratt (Pringles) and Christopher Walken (BMW) each snagged 5%, while Judge Judy charmed a quirky 4% of votes in an oddly fitting e.l.f. ad. Not to be outdone, Ice Spice (Starry), Michael Cera (Cera Ve), and Carl Weathers’s appearances garnered 3% each, as Eric André’s Drumstick ad brought in the rear with 2%.
Most Desired Celebrity Appearance In A Super Bowl Ad
Dream casting calls go beyond Hollywood and straight to the Super Bowl screen. Surprise, surprise! Donald Trump tops the wishlist for 13% of fans ready to Make Super Bowl Ads Great Again.
Right behind, Snoop Dogg gathered 10% of fans who figure a halftime snack isn’t complete without him.
| Celebrity | NFL Fan Response |
| Donald Trump | 13% |
| Snoop Dogg | 10% |
| Barack Obama | 9% |
| Taylor Swift | 7% |
| Eminem | 6% |
| Kevin Hart | 6% |
| Jim Carrey | 5% |
| Rihanna | 5% |
| Dwayne Johnson | 5% |
| Danny DeVito | 5% |
Former President Barack Obama makes a stately appearance at 9%, while Taylor Swift fans want to "Shake It Off" in brand new commercial style, drawing 7%. Eminem and Kevin Hart commanded a 6% tie for laughs and lyrics alike, rounding out the voice of the people.
Jim Carrey, Rihanna, Dwayne Johnson, and Danny DeVito each closed out the star-studded list at 5%, proving that comedic charm and dramatic flair share equal adoration among NFL fans.
Have You Ever Purchased a Product Because of an Advertisement at the Super Bowl?
Have Super Bowl ads persuaded you to hit "buy now"? As it turns out, 36% of fans confessed to splurging thanks to some compelling advertising. Meanwhile, a savvy 45% resisted the urge and claimed, “Nah, we'll pass.”
| NFL Fan Response | Percentage |
| Yes | 36% |
| No | 45% |
| No, but I think it would influence me | 19% |
Interestingly, 19% of respondents are in a holding pattern, believing that the right Super Bowl ad could, one day, clear the path for their purchases. Who said optimism was dead?
Despite flashy campaigns and celebrity endorsements, fans seem to be skeptical about what drives their shopping habits. Marketing teams, take notes!
The Majority of Fans Believe Political Advertising Shouldn't Be Allowed
When it comes to political ads during the Super Bowl, NFL fans generally say, "Thanks, but no thanks." A majority—58%—are against such ads interrupting game-day fun. Meanwhile, 30% of fans say, “Why not?” endorsing a bit of political flair amid the touchdowns, while 12% are still mulling it over, caught between the halftime shows and policy platforms.
| NFL Fan Response | Percentage |
| Yes | 30% |
| No | 58% |
| I do not know | 12% |
And there it is, folks! Whether it’s stretching the envelope with controversy or sneakily slipping a product into your heart and cart, Super Bowl commercials remain a quintessential extension of the big game, contributing their own drama and delight to the spectacle each year. Until the next halftime show!
Methodology
The research was commissioned by the Action Network and carried out online by Research Without Barriers (RWB). The survey was conducted between January 16th and January 22nd, 2025, and the sample comprised 3,005 USA NFL fans.
This content seeks to entertain sports betting and NFL fans alike – fans who might be interested in checking out some NFL odds or even these Fanatics Sportsbook Promo and bet365 Bonus Code pages.
You can find the full breakdown of results here.
All research conducted adheres to the MRS Codes of Conduct (2023) in the UK and ICC/ESOMAR World Research Guidelines. RWB is registered with the Information Commissioner's Office and is fully compliant with the General Data Protection Regulation (GDPR) and the Data Protection Act (2018).
