2026 Kellogg Super Bowl Ad Review Results
It was a great year for Super Bowl advertising. Prices reached a new high, with some ads being reported to sell for more than $10 million for thirty seconds. The overall quality was high. Companies wisely kept the focus on the product this year; this approach avoids controversy and makes for more effective spots.
Once again, a panel of students at Northwestern University's Kellogg School of Management evaluated all the ads. Here are the scores and our thoughts on some of the spots.
Here are some of the highlights. To see all the scores, visit the Results page.
Kellogg on Branding
The Best Spots: A
Novartis
Bosch
Anthropic (Claude)
Michelob Ultra
TurboTax
Levi's
Pepsi
Very Good Spots: B
Lay's
Budweiser
Ring
Hellmann’s
Microsoft Copilot
Squarespace
Uber Eats
Grubhub
T-Mobile
Meta
Other Bs: Fanatics, Xfinity, Wix, Pokémon, Red Bull
Other Spots: Cs and Ds
Liquid I.V.: C
Amazon: C
Wegovy: C
Dunkin’: C
Salesforce: D
Instacart: D
Svedka: D
Other Cs: Apartments/Homes.com, Toyota, Dove, Universal Orlando Resort, Pringles, Blue Square Alliance Against Hate, Hims & Hers, Nerds, Base44, Ro, Bud Light, Toyota, Genspark, State Farm, Draft Kings, Boehringer Ingelheim, Cadillac, Kinder Bueno, WeatherTech, OpenAI
Other Ds: Ritz, The MAHA Center, Poppi, Redfin/Rocket, He Gets Us, Volkswagen
Poor Spots: F
Coinbase
ai.com
Overall, the 2026 Super Bowl featured a lot of good advertising. While a couple brands missed the mark, we think most advertisers will walk away please with their creative.