The Super Bowl has always been more than a game—it’s a cultural barometer, reflecting how brands engage with audiences at the most-watched event of the year. With 115 million viewers in 2024, it remains the single largest stage for advertisers to tell stories, build connections, and drive impact.
This year, brands proved that entertainment and representation are no longer separate conversations. Some leaned into humor, nostalgia, and AI-driven storytelling, while others doubled down on inclusive narratives that reflected the real world. The result was a shift toward authentic, diverse storytelling—though the data also shows there is still room for progress.
The RX Representation Index (RX Score) by XR | Extreme Reach serves as the prescription for inclusive measurement in advertising. Unlike basic diversity metrics, RX evaluates how well brands reflect real-world representation across key factors like gender expression, skin tone, age, and body type, offering a data-driven benchmark for inclusivity. Super Bowl ads in 2025 achieved an RX Score of 43, marking an improvement over 41 in 2024 and 40 in 2023. This year’s ads continued to outperform the global benchmark of 32, reinforcing that brands are making progress—albeit at varying speeds.
The most notable trends from this year’s representation data highlight both growth and gaps. There was a 45% increase in the number of faces featured in Super Bowl ads, reflecting a shift toward ensemble-driven storytelling rather than centering on one lead figure. A 26% increase in talent with feminine gender expression indicated movement toward greater gender inclusivity in ad creative. There was a threefold increase in ads featuring individuals with visual disabilities, reflecting a growing awareness of accessibility-driven narratives. Age diversity saw a notable shift, with an 11% increase in ads featuring seniors—a demographic often underrepresented in high-profile advertising. Meanwhile, a 54% drop in celebrity-driven ads suggests that brands are moving away from star power alone and instead focusing on authentic, diverse storytelling.
Despite these positive shifts, certain representation gaps remain. The portrayal of plus-size individuals and darker-skinned talent continues to lag, while age diversity—despite some improvement—still leans toward younger audiences. These gaps reinforce a key takeaway: audiences want to see themselves in ads, and brands that embrace inclusivity build stronger consumer connections.
Few brands understand the power of representation quite like the NFL, which didn’t just focus on inclusive advertising—it embedded inclusion into the game itself. NFL Commissioner Roger Goodell reinforced this commitment, stating, “Inclusivity is core to our DNA.” This wasn’t just messaging—it was a business strategy in action. The ”Flag 50” campaign didn’t just showcase women in football, it highlighted flag football as the fastest-growing sport for girls. Representation, in this case, wasn’t just about visibility—it was about creating real pathways for the next generation of athletes.
For years, advertisers operated under the assumption that Super Bowl audiences skewed male. But that assumption is outdated. Women now make up 46% of all Super Bowl viewers, and their influence extends far beyond just watching the game. Teen girl NFL viewership has surged by 53%, reinforcing the growing multi-generational female fan base. Viewership among women aged 18-24 has risen 24%, proving that younger female audiences are deeply engaged with football. Women 35 and older are watching more than ever, with a 34% increase, signaling that female fandom is here to stay.
And they’re not just watching; they’re driving purchasing power. In 2025, women spent $194 million on game-day food, drinks, and merchandise, demonstrating their economic influence on Super Bowl spending. Seventy percent of women in the U.S. watch the Super Bowl for both the game and the ads, proving that advertising matters as much as the action on the field. Women control 75% of all discretionary spending, meaning they decide what gets purchased—on Super Bowl Sunday and beyond. This isn’t just a demographic shift—it’s a business imperative. Ads that reflect their audience don’t just perform better; they drive higher consumer trust and loyalty. Research shows that representation in advertising leads to a 40% increase in consumer trust and a 25% lift in brand affinity. The question for brands isn’t whether representation matters—it’s whether they’re ready to capitalize on it.
While some brands played it safe, others set the standard, proving that diversity and inclusion aren’t just values—they’re market drivers. Dove reinforced its leadership in self-esteem advocacy by tackling a real and pressing issue: girls drop out of sports twice as often as boys, often due to body confidence struggles. By addressing this challenge head-on, Dove wasn’t just making a statement—it was making an impact.
Novartis used the Super Bowl to elevate public health awareness, proving that healthcare brands can drive real change in a high-energy, high-stakes advertising moment. Their ad, featuring Wanda Sykes, a breast cancer survivor, alongside Hailee Steinfeld, focused on early detection and screening, reinforcing that healthcare has a place in prime-time storytelling. Google positioned AI as a tool for inclusion, showcasing technology that assists people with disabilities and empowers underrepresented communities. Rather than focusing on AI as a tech trend, their ad reinforced that AI should be built to serve everyone. These brands didn’t just include representation—they wove it into the heart of their narratives, ensuring that their messaging felt genuine, impactful, and aligned with their brand values.
The Super Bowl isn’t just about winning the night—it’s about long-term brand credibility and consumer trust. The RX data confirms what consumers have been saying for years: audiences want to see themselves in ads, representation isn’t a trend—it’s a business strategy, and brands that embrace inclusion will build stronger loyalty and market differentiation. As consumer expectations continue to evolve, the brands that authentically reflect their audiences will be the ones that win the future of advertising.
The best ads of 2025 weren’t just great commercials—they were great business decisions. And that’s what truly scores the touchdown!