There are a few things you can always count on during the Big Game: Snacks will be elite. Someone will burn something in the oven. Rivalry banter will be ruthless. And at least one person will claim they are “only watching for the football,” while never once looking up from their phone.

Which brings us to Inspira’s annual Big Game survey. Our team’s unofficial, highly opinionated take on why people tuned in, what broke through, what absolutely did not, and what it all means for brands trying to build real relationships with consumers. We know you’ve been waiting for this one so grab the closest bag of chips and let’s dive in.

Why We Watched (And How the Score Didn’t Matter)

Funny enough, according to our survey, only 20.5% of our team watched primarily for football. Meanwhile, 66.5% tuned in for the food and the commercials.

That stat alone tells a story. This moment is no longer just about the game. It is about the ritual. The snacks. The camaraderie. The collective judging of ads in real time. In fact, a full 75% of our team reported watching with friends and family. For brands, this means one thing. You are not interrupting gameplay. You are entering social gathering territory. And if you don't have a clear reason to be there, the people will notice…and start talking.

As one teammate summed it up perfectly:
“If a brand cannot articulate why it belongs in that moment, consumers feel it immediately.”

No pressure. Just millions of eyeballs and a very diverse audience to speak to.

Let’s Get Into the Ads (Because That's Why Most of Us Are Here)

We hate to be the bearer of bad news but…in a nutshell, 62% of our team found the ads more forgettable than last year. Oof.

But that doesn’t mean there were no winners. At least 18 brands were still spoken highly of by our team, and leading the pack were Dunkin and Budweiser, with Dunkin continuing its streak after ranking in the top 3 for us the last two years. Consistency is attractive. Commitment is hot.

Six brands interestingly tied for third, spanning categories including Food and Beverage from Pringles and Lay’s, CPG favorites like Dove, Tree Hut, and e.l.f., and even Tech players like Ring, T Mobile, and Claude AI.

Different industries. Different budgets. Same underlying win. They knew who they were, what they wanted to say, and most importantly, did NOT try to reinvent themselves for 30-60 seconds.

Why Those Plays Worked

When we asked why certain spots resonated, the answers were refreshingly human.

54% cited humor and entertainment.
37.5% pointed to emotional storytelling and nostalgia.
12.5% mentioned celebrity partnerships.

So while celebrities helped, they were not the headline (sorry, Kendall Jenner). The story was. And the brands that actually made us laugh or feel something were the ones that earned attention without demanding it.

The Ads That Fumbled

On the flip side, 11 brands landed on our “did not love it” list. And unfortunately, big names like Liquid IV, Manscaped, and Liquid Death came up more than once.

Why? A few reasons, but one stood out clearly.

Nearly 80% of respondents noticed an overwhelming and often unnecessary use of AI. Add in messaging that felt tone deaf, including MAHA shaming America’s dietary habits on the single busiest day of the year for ordering chicken wings, and the disconnect was obvious.

Innovation is exciting. Excess without intention is exhausting. Just because you can do something doesn't mean you should during the Big Game.

Is It Even About Ads Anymore?

Here is the stat that really made us pause. 62% of our team said they are either not likely (or actively avoiding!) looking up a brand after seeing a Big Game ad.

So, are these ads worth it? From our perspective, not on their own. They need to be incorporated into a larger platform.  But context is everything. 83% of our audience also reported watching the Bad Bunny halftime performance, which had more cultural gravity than some entire media plans. And brands that did not purchase airtime still found ways to show up smartly around it.

Duolingo is the perfect example. No ad. Just an immediate push notification after the show saying, “Struggling with Spanish? We can help!” Timely. Self-aware. Useful. Relationship building without an eight to ten million dollar price tag.

So, What Does This Mean for Brands?

The Big Game is no longer about winning thirty seconds of attention. It’s about earning a spot in a shared moment. Brands that succeed are the ones understanding the room. They know who they are talking to, why they belong there, and how to add value instead of noise. They build relationships before, during, and after the moment, instead of hoping a single ad does the trick.

Whether your audience is tuning in for the snacks, the commercials, Bad Bunny, or to marvel at a truly unstoppable defense (shoutout Seahawks!), the takeaway is clear. Genuine connection beats spectacle every time.

If you are thinking about how your brand shows up in cultural moments, how you build relevance without blowing the budget, or how to turn shared experiences into lasting relationships, our team would love to help. Let’s talk about how to make your next moment matter.

Because the brands people remember are not always the loudest. They are the ones that feel like they belong.