Which advertisers had the biggest presence during the Super Bowl?

AdEase found that streaming services, fast-food restaurants and electric vehicles had the biggest share of ad time.

Streamers, fast food and electric vehicles may have seemed inescapable during the ad breaks of this year’s Super Bowl, and now there is data to back it up.

That’s according to AdEase, which used its media monitoring methodology to determine which categories and brands had the biggest share of ad time across CTV, TSN and RDS in the major markets it covers.

Telco services took up the most ad time with a 17.5% share. Among that time, 72% of that was for TV and streaming services, with Super Bowl broadcast rights holder Bell Media cross-promoting its various options: 47% of TV/streaming ads promoted to Crave, 30% went to the Bell TV app and 12% went to promoting the new TSN+ service.

Restaurants were the second-most active advertiser, with a 12% share of total advertising. Within the category, 80% of the ads were for QSRs, including McDonald’s (31%), KFC (25%) and Harvey’s (13%). Dine-in restaurants had the remaining 20% share, which was largely taken up by Boston Pizza, though Chuck’s Roadhouse had 25% of the ads.

The automotive category had the third-biggest share of advertising at 7.3%, the bulk of which was devoted to automakers showing off their electric vehicles. Among automakers, Toyota Canada and Kia Canada shared the top spot with a 21% share. Toyota ran two ads: one behind its lineup of electric vehicles, with another for its GR lineup of racing vehicles. Kia ran an ad for the Kia Sportage, as well as for the Niro electric vehicle. also ran two ads during the Superbowl, one featuring the Kia Niro EV and another for the Kia Sportage.

GMC Canada had a 17% share of ad time with an ad for the Sierra Elevation, and another featuring Will Ferrell in spoofing Netflix shows to promote the automaker’s EV lineup. Chevrolet Canada had two ads, each for the Silverado ZR2. Subaru, Volkswagen, Audi and Jeep also had ads during the game, with all but Subaru showing off their EVs.

Entertainment-related ads took up a 5% share during the game, with three-quarters of that going to movie trailers.

Despite their ubiquity during broadcasts throughout the NFL season, sports betting ads had only a 3.8% share of advertising during the Super Bowl. The bulk of that was from FanDuel and its “Kick of Destiny” campaign, though Proline+ also had some time during the game.

 

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