System1’s Test Your Ad platform rated Lay’s advert featuring the story of a young potato farmer as 5.9 stars – the top score possible.

Test Your Ad predicts the commercial potential of adverts based on the emotional response of consumers to advertising, with a database of more than 100,000 adverts helping System1 to compare advertising between brands and provide a star rating.

Second place went to the National Football League, with 5.6 stars, which also picked up fourth place for a separate advert that was awarded 4.9 stars.

Car accessory firm WeatherTech was ranked third place at 5.2 stars, with Häagen-Dazs, Stella Artois, Doritos, Pfizer and confectionery brands Nerds and Reese’s rounding out the rest of the top 10.

In comparison, last year’s showpiece of the American football calendar saw no advertisements receive five-stars or above on the Test Your Ad platform.

System1 said that key trends among successful adverts for this year’s Super Bowl include heartfelt and sincere messaging about ordinary Americans, although adverts featuring celebrities including Vin Diesel and David Beckham also performed well.

Humour was well-received when not perceived as too ‘weird’, according to System1, and classic brand mascots also performed positively.

Jon Evans, chief customer officer at System1, said: “With a record-breaking number of four- and five-star ads, 2025 is the best Super Bowl advertising performance of the last six years.

“Brands leaned into storytelling, like Lay’s, Pfizer, the NFL and WeatherTech. This was well balanced with no holds barred humour from the likes of Reese’s, Pringles, Mountain Dew and Doritos.”