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The best and worst Super Bowl commercials of 2024: Watch this year’s outlier ads
As the Kansas City Chiefs and the San Francisco 49s battled in Sunday’s Super Bowl thriller, some of the world’s top brands also sought to score points with viewers. Here are the best and worst commercials that aired in the 2024 game, according to experts.
The best-ranked ads included spots from Google, Dove and CeraVe, according to Northwestern University’s Kellogg School of Management, which each year grades commercials in its Super Bowl Advertising Review.
As usual, advertisers had a lot on the line, with brands paying $7 million for 30 seconds of airtime to reach an audience that was expected to top 100 million viewers. Not every ad scored a touchdown, and a few fumbled the ball.
“The majority of ads were lighthearted, with a few brands that dug deeper, like Dove and Google, ” said Derek Rucker, a Kellogg professor and co-lead of the school’s ad review.
A memorable Super Bowl ad can not only elevate a brand, but help create a narrative around a product that helps change how consumers perceive it. Four decades ago, for example, Apple’s iconic “1984” commercial famously helped the fledgling tech company cement the Macintosh as a hipper personal computer that rival IBM’s hardware. At the same time, a clunky or insensitive ad can seriously tarnish a brand, such as the infamous 1999 Super Bowl ad for Just for Feet, which was called racist and tone deaf.
“It’s not just showing up at the Super Bowl that generates value for the brand,” but making an ad that resonates with viewers, Rucker said. “There are some brands that showed up, but you and I will forget about them the next day.”
“When the costs are as high as the Super Bowl, that’s really dangerous,” he said.
The Kellogg ratings, which range from A to F, measures ads based on marketing qualities such as distinction and positioning, with a panel of business students applying the metrics to the ads. In other words, the ratings view the ads through the lens of whether the commercials helped boost the brand, rather than through their popularity with viewers.
None of the ads in the 2024 Super Bowl received an “F” rating from the panel this year — but several were given Ds.
Best: Google
Google’s spot for its Google Pixel camera showed a man with a visual impairment as he used the technology to take photos of himself and his family. The ad was “powerful” because it “linked tech with emotion,” Rucker said.
The Google Pixel ad was given an A rating by the Kellogg panel.
Best: CeraVe
This ad for CeraVe skincare products showed actor Michael Cera claiming that he developed its moisturizing cream — after all, the product includes his last name. The humorous spot underscores that dermatologists, not Cera, actually developed the moisturizer.
“That was a personal favorite because that was so well done,” Rucker said. “I wasn’t really familiar with the product, but I got a sense of what they do.”
CeraVe received an A from the panel.
Best: Reese’s
The candy brand used its Super Bowl spot to highlight a new twist to the product: Peanut butter cups with caramel. With a voice over by actor Will Arnett, the brand took fans through an emotional ride as Arnett told them about the changes coming to the candy — while assuring them that the regular Reese’s will still be available.
The ad received an A from the Kellogg review.
Best: Volkswagen
The carmaker featured a nostalgic view of its vehicles throughout the decades in America, from the introduction of the VW bug to its iconic bus — and used the end of the spot to introduce its new electric minibus, the ID.buzz — all set to the sound of I Am… I Said” by Neil Diamond.
This ad also received an A from the rankings.
Worst: Temu
Temu ran the same spot several times during the Super Bowl, an animated commercial that showed people receiving low-priced items from the Chinese shopping app, which befuddled some viewers and prompted the Washington Post to complain, “Just the same lame ad, over and over.”
This ad received a D rating from the Kellogg panel.
Worst: Homes.com
Homes.com featured three spots, starring actor Dan Levy from “Schitt’s Creek,” during the Super Bowl, but failed to convey to viewers what its benefit was, the Kellogg panel said. Homes.com was one of 11 brands to receive a D grade from the panel, its lowest score this year.
“The ads just seemed a little all over the place,” Rucker said.
Worst: Squarespace
This ad looked flashy and had a cameo from Martin Scorsese, but it failed to connect the dots between the company’s offerings and the commercial. The spot portrayed an alien invasion of Earth, but humans are too wrapped up in their phones to notice.
Best and worst commercials in the Super Bowl 2024, ranked
Here are the ads by grade, according to Kellogg.
A
- CeraVe
- Doritos
- Verizon
- Microsoft
- Volkswagen
- Dove
- Mountain Dew
- Hellmann’s
- Etsy
- Reese’s
- Uber Eats
B
- Booking.com
- Poppi
- Kawasaki
- e.l.f
- T-Mobile
- Popeye’s
- Youtube TV
- Lindt
- Oreo
- Discover
- Foundation to Combat Anti-Semitism
- M&M’s
- E-Trade
- Kia
- Paramount+
C
- NFL
- Pfizer
- Michelob Ultra
- Disney
- State Farm
- DoorDash
- Dunkin’
- Turbo Tax
- T-Mobile
- MGM
- BMW
- Bud Light
- Coors Light
- Pringles
- Nerds
- Astellas
- Apartments.com
- Starry
- Budweiser
- Pluto TV
- Skechers
- Toyota
D
- Bass Pro Shops
- Snap
- Progressive
- Drumstick
- CrowdStrike
- He Gets Us
- Homes.com
- FanDuel
- Temu
- Squarespace
- American Values 2024
CBS News
How to watch the Minnesota Vikings vs. Chicago Bears NFL game today: Livestream options, more
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The Minnesota Vikings will take on the Chicago Bears today. The Vikings are currently 8-2, an impressive run so far this season, and will be looking to add a fourth win to their current streak after last Sunday’s 23-13 win against the Tennessee Titans. The Bears, on the other hand, are entering this game on the heels of a four-game losing streak after a tough 20-19 loss against the Green Bay Packers last Sunday.
Here’s how and when you can watch the Vikings vs. Bears game today, whether or not you have cable.
How and when to watch the Minnesota Vikings vs. Chicago Bears
The Vikings vs. Bears game will be played on Sunday, November 24, 2024 at 1:00 p.m. ET (11:00 a.m. PT). The game will air on Fox and stream on Fubo and the platforms featured below.
How and when to watch the Minnesota Vikings vs. Chicago Bears game without cable
You can watch this week’s NFL game on Fox via several streaming services. All you need is an internet connection and one of the top options outlined below.
Fubo offers you an easy, user-friendly way to watch NFL games on CBS, Fox, NBC, ABC, ESPN, and NFL Network, plus NCAA football channels. The Pro tier includes 200+ channels and unlimited DVR, while the Elite with Sports Plus tier adds NFL RedZone and 4K resolution. New subscribers get a seven-day free trial and all plans allow streaming on up to 10 screens simultaneously.
You can watch today’s game with a subscription to Sling’s Orange + Blue tier, which includes ESPN, ABC, NBC, and Fox. The plan offers 46 channels with local NFL games, nationally broadcast games and 50 hours of DVR storage. For complete NFL coverage, add Paramount+ to get CBS games, or upgrade with the Sports Extra add-on for additional sports channels like Golf Channel, NBA TV and NFL RedZone.
Watching NFL games, including Fox broadcasts, is simple with Hulu + Live TV, which includes 90 channels, unlimited DVR storage, and access to NFL preseason games, live regular season games and studio shows. The service includes ESPN+ and Disney+ in the subscription.
Want to watch today’s game live on your smartphone? If so, NFL+ streaming service is the solution you’re looking for. It lets you watch NFL Network and out-of-market games on mobile devices, with an upgrade option to NFL+ Premium that includes NFL RedZone for watching up to eight games simultaneously. Note that NFL+ only works on phones and tablets, not TVs.
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How to watch the Detroit Lions vs. Indianapolis Colts NFL game today: Livestream options, more
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The Detroit Lions will face off against the Indianapolis Colts today. The Lions enter this game as top contenders with a near-perfect record of 9-1 so far this season. The Colts, who are 5-6 this season, could have a tough game on their hands against the Lions but will be looking to rack up another win after prevailing over the New York Jets in a tight game last Sunday.
Here’s how and when you can watch the Colts vs. Lions game today, whether or not you have cable.
Here’s how and when to watch the Detroit Lions vs. Indianapolis Colts
The Lions vs. Colts game will be played on Sunday, November 24, 2024 at 1:00 p.m. ET (11:00 a.m. PT). The game will air on Fox and stream on Fubo and the platforms featured below.
How and when to watch the Detroit Lions vs. Indianapolis Colts game without cable
You can watch this week’s NFL game on Fox via several streaming services. All you need is an internet connection and one of the top options outlined below.
Experience NFL action like never before with Fubo’s comprehensive sports streaming platform. From Sunday showdowns to primetime matchups, catch every NFL game across major networks including CBS, Fox, NBC, ABC, ESPN and NFL Network. Choose the Pro package to unlock 200+ channels and limitless DVR storage, or elevate your game-day experience with the Elite with Sports Plus package, featuring NFL RedZone’s commercial-free scoring highlights and stunning 4K quality.
Test drive the service with a no-commitment seven-day free trial, and share the excitement with family and friends — Fubo supports simultaneous streaming on up to 10 devices, so everyone can watch their favorite teams.
You can watch today’s game with a subscription to Sling’s Orange + Blue tier, which includes ESPN, ABC, NBC, and Fox. The plan offers 46 channels with local NFL games, nationally broadcast games, and 50 hours of DVR storage. For complete NFL coverage, add Paramount+ to get CBS games, or upgrade with the Sports Extra add-on for additional sports channels like Golf Channel, NBA TV and NFL RedZone.
Watching NFL games, including Fox broadcasts, is simple with Hulu + Live TV, which includes 90 channels, unlimited DVR storage, and access to NFL preseason games, live regular season games and studio shows. The service includes ESPN+ and Disney+ in the subscription.
Want to watch today’s game live on your smartphone? If so, NFL+ streaming service is the solution you’re looking for. It lets you watch NFL Network and out-of-market games on mobile devices, with an upgrade option to NFL+ Premium that includes NFL RedZone for watching up to eight games simultaneously. Note that NFL+ only works on phones and tablets, not TVs.
CBS News
How to watch the New England Patriots vs. Miami Dolphins NFL game today: Livestream options, more
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The New England Patriots will face off against the Miami Dolphins in a game today at the Hard Rock Stadium in Miami. The Patriots have had an uneven season so far, coming into the game with a record of 3-8, including a 28-22 loss to the Los Angeles Rams on November 17. The Dolphins, however, haven’t fared much better this season as they enter the game with a record of 4-6, although they are coming off two wins in a row, the latest against the Las Vegas Raiders last weekend.
Keep reading to find out how and when to watch the New England Patriots vs. Miami Dolphins game today, even without cable.
CBS, Paramount+ and CBS Essentials are all subsidiaries of Paramount Global.
How and when to watch the New England Patriots vs. Miami Dolphins game today
The New England Patriots vs. Miami Dolphins game will be played on Sunday, November 24, 2024 at 1:00 p.m. ET (10:00 a.m. PT). The football game will be shown on CBS and streamed on Paramount+ and the platforms noted below.
How and when to watch the New England Patriots vs. Miami Dolphins game without cable
While CBS is available with many basic cable packages, you’ll have other viewing options, too for the Patriots-Dolphins game. Just understand that the below streaming options will require the use of an internet provider:
Paramount+: Watch CBS-aired NFL games without cable
With Paramount+ you’ll have multiple viewing options to choose from. You can catch NFL games on the Paramount+ Essential tier for just $7.99 each month or you can watch college football with a Paramount+ with Showtime subscription for $12.99 monthly. In addition to live streams of NFL games airing on CBS, you’ll get to watch additional live sporting events including NCAA college football, PGA Tour golf, soccer and more.
Get started with Paramount+ here today.
Amazon Prime Video: Add Paramount+ to your existing subscription
Already have an Amazon Prime Video account? Simply add Paramount+ to your current subscription to watch all the CBS-aired NFL games in addition to Paramount+ originals. The same prices from above apply, depending on which tier you choose. Not sure which is best for you? Don’t worry. Both options come with a free seven-day trial that can help you decide.
Watch the Patriots-Dolphins game on Amazon Prime Video.
Fubo: Watch the Patriots-Dolphins game for free
Looking for an inexpensive way to watch football? Fubo could be the best way to do so. The live TV streamer is currently offering a seven-day free trial and $30 off of your first month’s subscription. Once subscribed, you’ll gain access to all of their live sporting events immediately. And there will be a lot to choose from. Not only does Fubo come with access to NFL games airing on your local CBS channel, it also includes Fox Sunday NFC games, “Sunday Night Football” on NBC, “Monday Night Football” on ABC and ESPN and all of the games that air on the NFL Network. So don’t wait.
Get started with Fubo online now.
How to watch the Minnesota Vikings vs. Chicago Bears NFL game today: Livestream options, more
How to watch the Detroit Lions vs. Indianapolis Colts NFL game today: Livestream options, more
How to watch the New England Patriots vs. Miami Dolphins NFL game today: Livestream options, more
How to watch the Minnesota Vikings vs. Chicago Bears NFL game today: Livestream options, more
How to watch the Detroit Lions vs. Indianapolis Colts NFL game today: Livestream options, more