[US Webinar] The Super Bowl ad playbook 2026: What worked, what didn’t

The Super Bowl is one of the most-watched events of the year and one of the biggest stages for advertisers. While millions tune in for the game, the commercials remain a rare opportunity for brands to reach a massive, highly engaged audience in a single moment.

With 30-second ad spots commanding nearly $8 million, the stakes are high.

This is why YouGov monitors advertising impact through our daily brand tracking and runs surveys immediately following the game to dive deeper into consumer sentiment surrounding these commercials.

Join YouGov’s expert panel on Wednesday, February 18^th at 2 pm EST / 11 am PST for an in-depth, data-driven discussion of Super Bowl advertising performance, powered by fresh consumer insights collected immediately after the game.

In this webinar, you'll discover:

• Which brands dominated awareness, buzz, and consideration across the board?
• How 2026's performance stacks up against last year’s Super Bowl ads?
• Are celebrity endorsements still the key to a winning spot or have social media influencers moved up the depth chart?
• What other factors are shaping how viewers perceive these iconic ads?

Don’t miss this opportunity to go beyond the hype and uncover what really works on advertising’s biggest stage.

Webinar speakers

Nicole Pike, Global Head, YouGov Sport

Nicole Pike is one of the sports & gaming sectors’ most-respected experts, boasting 20+ years of experience in consulting, custom research, brand tracking, and sponsorship measurement in the space. She has built her career collaborating with major industry players to build meaningful data streams and insights, in turn shaping industry standards for measurement.

In her role at YouGov, Nicole leads the company’s dynamic sports practice area globally, working with her team and clients to expand the value of some of the industry’s deepest and most sophisticated research tools.

Rida Farooq, Director, Strategy & Insights, The Shelf

Rida Farooq is The Shelf’s Director of Strategy & Insights, where she turns cultural signals and first- and third-party data into actionable brand strategy. She specializes in applying insights and AI-powered analysis to uncover the communities, behaviors, and moments that drive influence. Rida helps brands move faster and smarter translating real-time intelligence into stronger storytelling and measurable business impact.

She has driven insights-first strategies for brands such as Sam’s Club, Reckitt Benckiser, McDonald’s, DoorDash and Uber.

YouGov

YouGov is a global research data and analytics group that is powered by reality. Thanks to a unique panel comprising millions of highly engaged members across 64 markets, we deliver unsurpassed accuracy, to inform better, more impactful decisions.

When you want unsurpassed accuracy to inform more impactful decisions, you need real-time, real-world data from real people.

YouGov /Research Reality