--- title: "2025 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 2025 Super Bowl, how viewers watched the game, which demos paid the most attention, whether Kendrick Lamar kept viewers' attention, and more. image: https://www.tvisioninsights.com/hubfs/SB25-Blog-Header-v4.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 # 2025 Super Bowl: The Top Ads For Viewer Attention; Plus More Game Data from TVision February 10   |   Insights The Eagles beat the Chiefs in the game on the field, 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.  ## Message to Stop Hate Captured the Most Attention We all know that ads can only work if people are paying attention. That's why it's important to understand which pieces of creative broke through to capture attention best. Media placement, creative story-telling and context all impact an ad's ability to capture attention. Robert Kraft's Foundation to Combat Antisemitism's ad "No Reason to Hate" captured attention better than all other ads in the 2025 Super Bowl. The 15 second ad featured Snoop Dogg and Tom Brady going face-to-face to highlight the irrational reasons behind hate. Other advertisers that captured attention well this year included standard Super Bowl advertisers Bud Light and Budweiser, as well as Pringles and Tubi. Bud Light, Pringles and Tubi delivered laughs with funny and off-beat ads, while Budweiser returned its iconic clydesdale horses.  ![SB25-TOP5 (1)](https://www.tvisioninsights.com/hs-fs/hubfs/SB25-TOP5%20(1).jpg?width=1201&height=628&name=SB25-TOP5%20(1).jpg)   All five ads ran in quarters two or three.  Perhaps not coincidentally, those are the two quarters when action on the field was most exciting for a fan base that was rooting for the Philadelphia Eagles to derail the Kansas City Chiefs' three-peat attempts. Ad Attention slightly increased in Q2 over Q1. ![SB25-ad-attention](https://www.tvisioninsights.com/hs-fs/hubfs/SB25-ad-attention.jpg?width=1201&height=628&name=SB25-ad-attention.jpg)   ## Viewer Attention to the Big Game Followed Typical TV Viewing Behavior, With a Few Exceptions The Super Bowl is embedded in American culture as the biggest TV watching event, and 2025 was no different. The TVision Attention Index measures how attentive viewers are when they are in the room. The linear benchmark on the Attention Index is 100, and this year's Super Bowl recorded a 118.  VPVH (viewers per viewing household) was 2, far outpacing the average for all TV, 1.4. ![SB25-overall](https://www.tvisioninsights.com/hs-fs/hubfs/SB25-overall.jpg?width=1201&height=628&name=SB25-overall.jpg)   Men paid more attention to the game than women. In a refute of the common refrain, "I'm just here for the ads", women and men both paid similar levels of attention to the game and the ads.  ![SB25-Gender](https://www.tvisioninsights.com/hs-fs/hubfs/SB25-Gender.jpg?width=1201&height=628&name=SB25-Gender.jpg) ## Viewer Attention Fell During the Halftime Programming, but Kendrick Lamar's Performance Engaged Viewers  Each quarter of the game captured attention better than halftime (113 Attention Index)  overall, but viewers engaged better for Kendrick Lamar's performance (128) than the rest of Halftime.  ![SB25-game (1)](https://www.tvisioninsights.com/hs-fs/hubfs/SB25-game%20(1).jpg?width=1201&height=628&name=SB25-game%20(1).jpg) ![SB25-Lamar](https://www.tvisioninsights.com/hs-fs/hubfs/SB25-Lamar.jpg?width=1201&height=628&name=SB25-Lamar.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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