The Marketing Pulse: Super Bowl 2026 ad reactions

What’s ONE thing people wish they could tell Super Bowl advertisers about what they actually want to see in the ads?

Humor
If there’s one thing people want on Super Bowl night, it’s to be entertained. Over half of Pulsers (55%) said making them laugh matters most.

But they had a few other notes too…

Authenticity and storytelling matter
Humor works best when it’s done naturally. 1 in 3 respondents said ads should feel authentic or real (33%) and tell a good story (30%). People want ads that feel human and relatable, not overly polished or try-hard.

The star power myth
Big names don’t guarantee big impact. Forced celebrity appearances turned off 36% of respondents, and “big celebrities & spectacle” ranked near the bottom of what people care about most (13%). 

Product ideas still count (just don’t oversell them)
Over a quarter of respondents (27%) want to see a great product idea come through. What they don’t want is to feel like they’re watching a long sales pitch, something that put off 44% of people.

What to avoid at all costs…
Political or controversial takes were a major turn-off, with 44% saying this would put them off a Super Bowl ad entirely. Overly emotional or cheesy storytelling, jumping on trends too late, and trying too hard to be funny also ranked high on the no thanks list.

The next question is…

How are viewers reacting to what brands are teasing?

Budweiser’s teaser 

Budweiser’s teaser, Stable, marks the brand’s return to the Super Bowl. It features the iconic Clydesdale horses reacting to a metal bucket that appears to move on its own (what could it be?). A classic Budweiser signature feel with a little mystery thrown in.

How curious does this teaser make people about the full ad?

The mystery landed with most viewers. After watching the teaser, 83% said they felt at least some curiosity, ranging from slight to extreme. Nearly half, 48%, said they were very curious. 

How likely are people to watch the full Budweiser ad?

Interest also translated into intent. Following the teaser, 76% said they’re likely to watch the full Budweiser Super Bowl ad, either very or somewhat likely. Meanwhile, 24% said they’re unlikely to watch the full spot.

So, what are people liking so far?

A lot of what stood out comes back to familiarity.

The top 5 answers:

#1 The Clydesdale horses
#2 The mystery element
#3 That it feels like classic Budweiser
#4 The storytelling style
#5 The stable / farm setting

Pringles’ teaser

Pringles’ teaser stars Sabrina Carpenter and introduces a playful visual twist: a bouquet made entirely of Pringles. 

How does this teaser make people feel about the full ad?

The approach created curiosity for many, though not everyone. After watching the teaser, 71% said they felt at least some curiosity, ranging from slight to extreme. Just over a third, 35%, said they were highly curious, while 28% said the teaser didn’t make them curious at all.

How well does this teaser feel like “Pringles”?

Brand fit landed more in the middle. Just over half, 52%, said the teaser felt like Pringles, either very much or somewhat. Another 27% felt neutral about the brand connection, while 22% said it didn’t feel like Pringles to them.

What are people liking so far?

The responses were a bit more spread out, with the visual concept leading the way.

The top 5 answers:

#1 The Pringles bouquet visual idea
#2 The humor
#3 The celebrity (Sabrina Carpenter)
#4 The originality of the idea
#5 The overall tone

In fact, one viewer put it best: “My girlfriend would love that.” And they weren’t alone, 35% of female viewers highlighted the Pringles bouquet as a standout visual.

Pepsi zero’s teaser

Pepsi’s teaser sets up a direct challenge, a blind test against Coca-Cola zero sugar. The setup is simple: just two cans, a polar bear and a silent build up. It ends on a cliffhanger. Who wins?

So, are people curious to see the result?

Viewers are hooked. 73% saying they’re curious to see the result, while 27% said it didn’t spark much interest.

Who do viewers think won the taste test?

When asked to guess the winner, most people leaned Pepsi. Nearly two-thirds, 63%, believed Pepsi Zero won the taste test, compared to 37% who guessed Coca-Cola Zero Sugar.

How is this teaser shaping perceptions of Pepsi as a brand?

Viewers described it as fun, bold, and a little competitive.

The top 5 ways people described the brand after watching:

#1 Competitive – 36%
#2 Playful – 36%
#3 Confident – 32%
#4 Clever – 29%
#5 Bold – 22%

How do people feel about the ad overall?

Reactions to the ad were mixed but leaned positive. While 39% said they loved it, 43% felt neutral. A smaller group had a negative reaction, with 11% calling it petty and 7% saying it turned them off.

Uber Eats teaser

Uber Eats is back for its sixth Super Bowl, and it’s doubling down on the idea that football might just exist to sell food. Picking up where last year left off, Mathew McConaughey returns. But this time, he’s joined by Bradley Cooper. 

Do people agree that football is all about food?

Opinions are split straight down the middle on whether football is all about the food. Half of people agree (50%) and half disagree (50%).

How do people feel about the casting?

Uber Eats’ teaser also sparked conversation around its casting. Matthew McConaughey’s return, now alongside Bradley Cooper, landed well with some viewers, with 40% saying they loved the pairing. Another 30% felt the casting worked but wasn’t a major draw, while 18% said celebrities don’t really matter to them. A smaller group, 11%, said they didn’t like the casting.

What did people think of the ad overall?

More people found it funny than anything else, with 33% saying it made them laugh. Still, plenty weren’t sold, as 22% thought it was cringey and 15% found it awkward. Another 17% felt neutral.

👀 Up next: More ads, more reactions.
We’ll update this blog as Super Bowl ads drop.