--- title: "2023 Super Bowl: The Top Ads For Viewer Attention" description: "TVision has ranked Super Bowl ads by two key indicators of viewer engagement: Creative Breakthrough & Attention. " image: https://www.tvisioninsights.com/hubfs/M%26Ms%20Ad%202023%20Big%20Game-1.png --- [![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 # 2023 Super Bowl: The Top Ads For Viewer Attention February 28   |   Insights For some of us, the ads are as much of a reason to watch the Super Bowl as the game itself.  It looks like this year was no exception - as expected we saw Super Bowl ads perform significantly above the norm for viewer engagement. But amongst this lineup of truly great ad creative, what actually stood out for viewers?  At TVision, we measure how much eyes-on-screen attention each ad captures. We passively observe the viewing behavior of our panelists, to provide a real-world look at who is paying attention, to what content, and for how long.  In this analysis, we've ranked 2023's Super Bowl ads by two key indicators of viewer engagement: Creative Break Through & Attention. Congratulations to all the brands featured on these lists, your hard work this year really paid off! TVision's Creative Breakthrough compares an ad's performance against other ads that ran in the same ad pod. Advertisers can use this information, to identify breakthrough ads.  Our Creative Breakthrough uses an index, so the average performance is 100.  If an ad scores above 100 during the Super Bowl, that means it draws more attention than its neighboring Super Bowl ads and is truly a compelling piece of creative.  This first list includes the top 25 ads ranked by Creative Breakthrough.  M&M's ad featuring Maya Rudolph captured viewer attention by building on the buzz of her new role as a brand spokesperson and earning laughs with the introduction of Ma&Ya's candy-coated clams.  Skechers also ranked with their ad featuring Snoop Dog, which rewarded viewer attention with a surprise cameo by Snoop Dog's pal, Martha Stewart. Notably, the Skechers ad also was one of our highest-ranked ads for viewer attention (see the second list below).  | **RANK** | **BRAND** | **CREATIVE BREAKTHROUGH** |   |   |   |   |   | | --- | --- | --- | --- | --- | --- | --- | --- | | 1 | M&M's *"M&M's Super Bowl 2023"* | 104.8 |   |   |   |   |   | | 2 | Skechers *"All Walks of Life"* | 104.5 |   |   |   |   |   | | 3 | WeatherTech *"We All Win"* | 104.4 |   |   |   |   |   | | 4 | Uber One *"One Hit for Uber One"* | 104.3 |   |   |   |   |   | | 5 | Popcorners *"Breaking Good"* | 104.3 |   |   |   |   |   | | 6 | Tubi *"Interface Interruption"* | 103.8 |   |   |   |   |   | | 7 | Rakuten *"Not-So Clueless"* | 103.6 |   |   |   |   |   | | 8 | Tubi *"Rabbit Hole"* | 103.5 |   |   |   |   |   | | 9 | Heineken 0.0 and Marvel *"Shrinking and Drinking, Now You Can"* | 103.4 |   |   |   |   |   | | 10 | Blue Moon *"The High Stakes Beer Ad"* | 103.4 |   |   |   |   |   | | 11 | Pepsi *"Great Acting or Great Taste? - Teaser"* | 103.0 |   |   |   |   |   | | 12 | Google *"Fixed on Pixel"* | 102.9 |   |   |   |   |   | | 13 | Disney *"Trailer: Indiana Jones & the Dial of Destiny"* | 102.9 |   |   |   |   |   | | 14 | Workday *"Rock Star"* | 102.8 |   |   |   |   |   | | 15 | Bud Light *"Easy to Drink, Easy to Enjoy"* | 102.8 |   |   |   |   |   | | 16 | U2 *"Achtung Baby Live at the Sphere"* | 102.3 |   |   |   |   |   | | 17 | Pringles *"Best of Us"* | 102.1 |   |   |   |   |   | | 18 | General Motors & Netflix *"EVs on Screen"* | 102.0 |   |   |   |   |   | | 19 | Temu *"Shop Like a Billionaire"* | 101.9 |   |   |   |   |   | | 20 | Planters Peanuts *"The Roast of Mr. Peanut"* | 101.8 |   |   |   |   |   | | 21 | DraftKings *"All Customers Get a Free Bet on DraftKings"* | 101.8 |   |   |   |   |   | | 22 | Avocados From Mexico *"Make it Better"* | 101.5 |   |   |   |   |   | | 23 | T-Mobile *"Neighborly"* | 101.3 |   |   |   |   |   | | 24 | The Flash *"Trailer: The Flash"* | 101.3 |   |   |   |   |   | | 25 | Bass Pro Shops *"Super Bowl Commercial 2023"* | 101.2 |   |   |   |   |   | In this next list, we are highlighting the 5 ads that earned an astounding +50% Attention. TVison's Attention metric tracks what percentage of viewers maintained eyes-on-screen attention for at least 2 seconds. The average Attention for Linear ads is 35.8% and 34.1% for CTV ads. With the Super Bowl billed as the highest-rated TV event of the year, making sure your ads engage that audience is critical.  These ads all did an astounding job, earning attention from more than half of viewers who were in the room when the ads were aired.  Notably, the NFL's *"Run With It,"* topped the list with a feel-good ad dedicated to women footballers which was full of celebrity male athletes who try to earn a tackle by stealing the flags of the elusive Diana Flores.  | **RANK** | **BRAND** | **ATTENTION** |   |   | | --- | --- | --- | --- | --- | | 1 | NFL *"Run With It"* | 58.5% |   |   | | 2 | T-Mobile *"Neighborly"* | 56.3% |   |   | | 3 | Skechers *"All Walks of Life"* | 55.1% |   |   | | 4 | U2 *"Achtung Baby Live at the Sphere"* | 51.6% |   |   | | 5 | Tubi "Gardener" | 50.9% |   |   |   Want to learn more about our methodology or see how TVision can help you drive results? [Contact us. ](mailto:hello@tvisioninsights.com)   [![New call-to-action](https://no-cache.hubspot.com/cta/default/3023204/214d0845-12a1-45f7-8a25-fefa566d8c07.png)](https://cta-redirect.hubspot.com/cta/redirect/3023204/214d0845-12a1-45f7-8a25-fefa566d8c07) ![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) [![New call-to-action](https://no-cache.hubspot.com/cta/default/3023204/214d0845-12a1-45f7-8a25-fefa566d8c07.png)](https://cta-redirect.hubspot.com/cta/redirect/3023204/214d0845-12a1-45f7-8a25-fefa566d8c07) ### 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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