Marketing Dive: How Brands Played It Safe at the Super Bowl

In this article, Marketing Dive explores how brands approached Super Bowl 60 with a noticeably cautious creative strategy. The outlet reports that many advertisers relied on celebrity cameos, nostalgia and familiar humor instead of bold, breakthrough storytelling, resulting in ads that generated awareness but limited cultural disruption.

Read the full article: Marketing Dive - ‘Don Draper is rolling over in his grave’: Super Bowl 60 ads play it safe

Meltwater Data Quantifies Audience Sentiment and Engagement

The coverage features data from Meltwater measuring real-time audience reaction. Meltwater’s social listening data found that 38.8% of conversation around Super Bowl ads skewed positive, while 42.6% remained neutral. The data signals steady engagement but not the kind of emotional intensity that fuels viral momentum, sustained brand visibility or long-term campaign impact.

As brands evaluate performance during high-stakes cultural moments, Meltwater media intelligence helps brands measure visibility, track real-time sentiment across news and social channels, and transform data into actionable insight that drives smarter strategies.

Meltwater: A Leader in Media Intelligence

Meltwater is a global leader in media, social, and consumer intelligence, helping over 27,000 brands worldwide understand and shape their stories across media, social and LLM environments. Learn more about Meltwater.