--- title: "2026 Super Bowl: The Top Ads For Viewer Attention; Plus More Game Data from TVision" description: TVision reveals the top ads based on attention from the 2026 Super Bowl, how viewers watched the game, which demos paid the most attention, whether Bad Bunny kept viewers' attention, and more. image: https://www.tvisioninsights.com/hubfs/superBowl26-header-v2.jpg --- [![TVision Logo](https://www.tvisioninsights.com/hs-fs/hubfs/TVision%20Brand%20Guidelines/TVision_logo_color_rgb_whiteText.png?width=1804&height=202&name=TVision_logo_color_rgb_whiteText.png "TVision Logo")](https://www.tvisioninsights.com/) Insights # 2026 Super Bowl: The Top Ads For Viewer Attention; Plus More Game Data from TVision February 9   |   Insights 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.  ## Dunkin’ Brewed the Most Attention on Super Bowl Sunday 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. ![super bowl 2026-top5](https://www.tvisioninsights.com/hs-fs/hubfs/super%20bowl%202026-top5.jpg?width=886&height=463&name=super%20bowl%202026-top5.jpg)   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. ![super bowl 2026_SB-ads_game part](https://www.tvisioninsights.com/hs-fs/hubfs/super%20bowl%202026_SB-ads_game%20part.jpg?width=886&height=463&name=super%20bowl%202026_SB-ads_game%20part.jpg) ![super bowl 2026_SB-ads_quarter](https://www.tvisioninsights.com/hs-fs/hubfs/super%20bowl%202026_SB-ads_quarter.jpg?width=886&height=463&name=super%20bowl%202026_SB-ads_quarter.jpg) ## Viewer Attention to the Big Game Followed Typical TV Viewing Behavior, With a Few Exceptions 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 ![super bowl 2026_SB-VPH](https://www.tvisioninsights.com/hs-fs/hubfs/super%20bowl%202026_SB-VPH.jpg?width=886&height=463&name=super%20bowl%202026_SB-VPH.jpg)   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. ![super bowl 2026_SB-ads_gender](https://www.tvisioninsights.com/hs-fs/hubfs/super%20bowl%202026_SB-ads_gender.jpg?width=886&height=463&name=super%20bowl%202026_SB-ads_gender.jpg) ## Bad Bunny’s Halftime Performance Captivates Viewers, Driving Standout Attention 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.   ![super bowl 2026-BadBunny (1)](https://www.tvisioninsights.com/hs-fs/hubfs/super%20bowl%202026-BadBunny%20(1).jpg?width=886&height=463&name=super%20bowl%202026-BadBunny%20(1).jpg)     ![LinkedIn](https://www.tvisioninsights.com/hubfs/Assets%202018%20-%20S2/illustrations-icons/linkedin-icon.png) ![Twitter](https://www.tvisioninsights.com/hubfs/Assets%202018%20-%20S2/illustrations-icons/twitter-icon.png) ![Facebook](https://www.tvisioninsights.com/hubfs/Assets%202018%20-%20S2/illustrations-icons/fb-icon.png) ## More resources from TVision [blog](https://www.tvisioninsights.com/resources/tag/blog) [TVision's New TV Attention and Creative Impact Report](https://www.tvisioninsights.com/resources/tvisions-new-tv-attention-and-creative-impact-report) Today TVision, the company measuring every second of TV and CTV viewer engagement, released the H2 2025 State of Streaming Report. The semi-annual State of Streaming Report is the industry's best resource for insight into attention and engagement with streaming apps, content and ads. [Read More](https://www.tvisioninsights.com/resources/tvisions-new-tv-attention-and-creative-impact-report) [blog](https://www.tvisioninsights.com/resources/tag/blog) [TVision Insights Enters Definitive Agreement to Be Acquired by Viant Technology](https://www.tvisioninsights.com/resources/tvision-insights-enters-definitive-agreement-to-be-acquired-by-viant-technology) Today TVision, the company measuring every second of TV and CTV viewer engagement, announced it has entered into a definitive agreement to be acquired by Viant Technology Inc. (NASDAQ: DSP), a leader in CTV and AI-powered programmatic advertising, in a transaction valued at $40 million. The deal, expected to close in Q2 2026, brings TVision's second-by-second, person-level attention data, co-viewership signals, and in-room presence measurement directly into Viant's buying platform. [Read More](https://www.tvisioninsights.com/resources/tvision-insights-enters-definitive-agreement-to-be-acquired-by-viant-technology) [blog](https://www.tvisioninsights.com/resources/tag/blog) [TVision's New State of Streaming Report Reveals How Context, Pod Position and More Impact Viewer Engagement](https://www.tvisioninsights.com/resources/tvisions-new-state-of-streaming-report-h2-2025) Today TVision, the company measuring every second of TV and CTV viewer engagement, released the H2 2025 State of Streaming Report. The semi-annual State of Streaming Report is the industry's best resource for insight into attention and engagement with streaming apps, content and ads. [Read More](https://www.tvisioninsights.com/resources/tvisions-new-state-of-streaming-report-h2-2025) ### Find Your Brand's TV Performance Or try these: [Geico](https://www.tvisioninsights.com/search-results?brand=Geico), [Amazon](https://www.tvisioninsights.com/search-results?brand=Amazon), [Progressive](https://www.tvisioninsights.com/search-results?brand=Progressive), [State Farm](https://www.tvisioninsights.com/search-results?brand=State%20Farm), [T-Mobile](https://www.tvisioninsights.com/search-results?brand=T-Mobile) ## Get in Touch Need more info, have a question or want a demo? Tell us a little bit more and we'll respond shortly. ## Stay Up to Date The TV landscape is changing quickly. 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