Marketers punched a variety of emotional buttons with their pricey 2026 Super Bowl TV ads — ranging from heartwarming and nostalgic, and from to funny and inspiring — as they tried to break out of the pack.
The most-liked ad of Super Bowl LX? As measured by ad-tracking and analytics firm iSpot, the No. 1 spot by that metric was from Amazon’s Ring home-security division, which promoted its Search Party for Dogs feature that’s now free for anyone. That uses AI to locate lost canines using footage from Ring outdoor cameras in the neighborhood. Reuniting missing doggos with their families scored high on the feel-good meter.
No. 2 on the ranking was Budweiser’s “American Icons” tear-jerker, in which one of the brewer’s famous Clydesdales nurtures (spoiler!) a baby bald eagle to adulthood. It’s set to Lynyrd Skynyrd’s “Free Bird.” Third place on iSpot’s ranking went to Amazon’s Alexa+ spot starring Chris Hemsworth, who runs through several horrifying thought experiments about how the advanced AI might be plotting to murder him in his own home.
Coming in at No. 4: Pepsi’s “The Choice,” in which the soda company revived the Cola Wars taste-test challenge from the 1980s by co-opting one of Coca-Cola’s polar bears — who is shaken to the core of his ursine soul after he realizes he prefers Pepsi. It’s directed by actor and filmmaker Taika Waititi and set to Queen’s “I Want to Break Free.”
According to iSpot, it measures a commercial’s “likeability” using a proprietary ranking system with a score ranging from 1-950, based on responses from a panel of more than 500 U.S. consumers who evaluate each ad. Over the last five Super Bowls, the average iSpot likeability score of all spots is 641.
SEE ALSO: Super Bowl Ad Review: Even AI Companies Aim for Fun Over Frowns in ‘Joyful’ Commercial Scramble
NBC sought from $7 million to more than $10 million for 30 seconds of ad time in the national Super Bowl LX telecast, and inventory for the Big Game sold out by early September.
Here are the top 10 ads from the 2026 Super Bowl, ranked by their likeability score as measured by iSpot:
1. Search Party from Ring | Be A Hero In Your Neighborhood (Likeability score: 755)
2. Budweiser, “American Icons” (Likeability score: 747)
3. Chris Hemsworth Thinks Alexa+ Is Scary Good (Likeability score: 720)
4. Pepsi, “The Choice” (Likeability score: 728)
5 (tie). Lay’s “Last Harvest” (Likeability score: 708)
5 (tie). Michelob Ultra: The Ultra Instructor ft. Kurt Russell, Lewis Pullman, Chloe Kim & TJ Oshie (Likeability score: 708)
7. Comcast Xfinity, “Jurassic Park… Works” (Likeability score: 703)
8. Toyota “Where Dreams Began” (Likeability score: 701)
9. Bud Light Super Bowl Commercial “Keg” (Likeability score: 698)
10. Dove, “The Game Is Ours” (Likeability score: 690)
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