Super Bowl 2025: Brand Awareness & Attribution

Did your Super Bowl ad score big—or fumble?

As a sports fan, your take on last week’s Super Bowl blowout likely depends on whether you were rooting for Philadelphia or Kansas City. But as a marketer, the real scoreboard is in the numbers—and for many brands, this year’s game delivered some disappointing results.

While it may take weeks (or even months, if you’re relying on the wrong provider) for your Marketing Mix Modeling results to reveal definitive sales attribution, Big Chalk’s early data suggests cause for concern. Unaided brand awareness for key advertisers trended slightly downward compared to 2024, and ad attribution—the ability of consumers to correctly match an ad with the brand behind it—saw a notable dip.

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