72% OF SUPER BOWL COMMERCIALS USE HUMOUR OR JOKES - ScreenVoice.cz

iSpot’s all-industry Creative Assessment database reveals only 23% of all ads last year (norm) connected through humor – and the reason is there is inherent risk in trying to be funny. But during the Super Bowl, "funny" ads have become the norm at this point – especially this past year, when 72% of Big Game ads scored for humor.

Nearly every national pod during Super Bowl LVII aired at least one, and often multiple, Funny ads. Snacks brands have dominated the apex of Funny Super Bowl ads for years.

Safe ads tend to avoid off-putting, offensive, or confusing humor that only some might ‘get,’ and as such, generate broad appeal. Last year, 18% of Super Bowl ads landed as Edgy, with 10% being Polarizing.

Heartfelt ads were once in close competition with funny spots during the Super Bowl, but those heartfelt scores have declined nearly ever year since 2018, including a low of 17% during last year's game.