The Seahawks dominate the Patriots to win their second Super Bowl, but which advertiser won viewer attention? Read on to find out.
At TVision we maintain the industry's largest passive, in-home attention measurement panel. We measure eyes-on-screen attention, second-by-second to TV. If you are like us and you tuned in to see which Super Bowl ads broke through to capture attention then take a look at our analysis.
Ads only work when viewers are paying attention, making it critical to understand which creative truly breaks through during the Super Bowl. Media placement, storytelling, humor, and cultural relevance all play a role in an ad’s ability to capture and hold viewer focus.
Dunkin’s “Good Will Dunkin’” claimed the top spot for attention at Super Bowl 2026, driven by a celebrity-packed, humor-forward creative led by Ben Affleck. The spot tapped into nostalgia by featuring familiar faces from beloved sitcoms, blending cultural callbacks with Dunkin’s ongoing brand narrative to deliver the highest Attention Index of the night.
Other advertisers rounding out the top five included Ritz, Grubhub, Ring, and Comcast Xfinity, each delivering standout creative that resonated with viewers. From playful escapism and food-centric storytelling to emotional moments and franchise-driven nostalgia, these ads demonstrate how strong creative execution—paired with the Super Bowl’s unique viewing context—can drive meaningful attention at scale.
Attention to the game increased quarter over quarter, reflecting a tightly contested matchup that kept viewers engaged from start to finish. As the stakes rose in the second half, attention climbed further, peaking in the fourth quarter as the outcome came into clearer focus. This steady rise underscores how competitive gameplay drives sustained viewer attention throughout the Super Bowl.
Ad attention peaked during the second and third quarters, capturing higher focus than other points in the game. As the matchup remained competitive and momentum built heading into halftime and the second half, viewers stayed engaged with ads airing during these high-stakes moments. This pattern highlights how closely ad attention tracks game intensity, with tighter gameplay driving stronger viewer focus during commercial breaks.
The Super Bowl continues to stand apart as the most immersive TV event in American culture, and Super Bowl 2026 was no exception. The TVision Attention Index, which measures how attentive viewers are when they are in the room, averaged 113 for the game—well above the linear TV benchmark of 100. Co-viewing remained a defining characteristic of the event, with 1.9 viewers per household, reinforcing the Super Bowl’s role as a shared, high-attention viewing experience
Men paid more attention to both the game and the ads than women during Super Bowl 2026. While women showed equal levels of attention to the game and advertising, men demonstrated higher overall engagement—particularly during gameplay—reinforcing the event’s strong appeal among male viewers. That said, attention remained elevated across genders, underscoring the Super Bowl’s ability to hold focus for both the action on the field and the ads that surround it.
Bad Bunny’s Super Bowl 2026 halftime performance commanded exceptional attention from viewers. With an Attention Index of 134—well above the overall Super Bowl halftime average of 111—the show stood out as one of the most engaging in recent memory. This high level of focus underscores how the performance captivated audiences and elevated the halftime experience.
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