BUDWEISER TOPS SUPER BOWL AD METER AS AB INBEV DOMINATES THE BIG GAME

AB InBev’s brands stole the spotlight at Super Bowl LX, with Budweiser clinching the #1 spot in USA TODAY’s Ad Meter for the tenth time. Michelob ULTRA and Bud Light also ranked in the top ten, underscoring the brewer’s unmatched ability to blend cultural resonance with marketing excellence.  

When the lights dimmed and the spectacle of Super Bowl LX unfolded, millions of viewers tuned in not just for the clash between the New England Patriots and the Seattle Seahawks, but also for the commercials that have become an inseparable part of the event’s cultural fabric. Among them, Budweiser once again proved its enduring mastery of storytelling, securing the #1 spot in USA TODAY’s Ad Meter for the tenth time—a milestone that cements its place in advertising history.  

For AB InBev, the world’s largest brewer, this achievement was more than a victory in creative execution; it was a reaffirmation of its brands’ ability to resonate with audiences on one of the most-watched stages in global sport. Marcel Marcondes, Global Chief Marketing Officer at AB InBev, congratulated the teams and partners behind the campaign, noting that the company had not only taken the top spot but also placed three ads in the coveted top ten. Michelob ULTRA landed at #5, while Bud Light secured #9, creating a trifecta of success that showcased the breadth of AB InBev’s portfolio and its ability to connect with diverse consumer segments.  

Budweiser’s triumph is particularly significant because it reflects both tradition and innovation. The brand has long been associated with iconic Super Bowl moments—from the unforgettable Clydesdales to heartwarming narratives that tug at emotions. This year’s campaign continued that legacy, blending nostalgia with contemporary relevance. In an era where audiences are increasingly fragmented across platforms, Budweiser managed to cut through the noise, delivering a message that was not only memorable but also deeply aligned with the spirit of the occasion.  

The Super Bowl has become a proving ground for brands, where the stakes are as high as the game itself. With ad slots costing millions of dollars, the pressure to deliver impact is immense. Yet AB InBev’s consistent performance demonstrates a strategic understanding of both the medium and the moment. By securing three of the top ten spots, the brewer reinforced its dominance in the beer category and its ability to translate brand values into cultural touchpoints.  

Michelob ULTRA’s placement at #5 highlighted the brand’s positioning around active lifestyles and balance. Its campaigns often emphasize inclusivity and modern wellness, appealing to a demographic that sees beer not just as a beverage but as part of a broader lifestyle. Bud Light, meanwhile, has long been the brand of choice for easygoing fun and camaraderie. Its #9 ranking underscored its continued relevance, even as consumer preferences evolve and competition intensifies.  

For Marcondes and his team, the success at Super Bowl LX is also a testament to collaboration. Advertising at this scale requires seamless coordination between creative agencies, production teams, and brand strategists. The ability to deliver campaigns that resonate across demographics, while maintaining the distinct identity of each brand, speaks to AB InBev’s disciplined yet imaginative approach.  

The cultural significance of Super Bowl advertising cannot be overstated. These commercials are dissected, shared, and remembered long after the final whistle. They shape perceptions of brands in ways that traditional campaigns rarely achieve. For Budweiser, Michelob ULTRA, and Bud Light, the recognition from USA TODAY’s Ad Meter is not just about rankings—it is about embedding themselves into the collective memory of millions.  

This achievement also reflects broader trends in marketing. Audiences today demand authenticity, emotional connection, and relevance. The days of purely transactional advertising are gone; brands must now tell stories that align with values and aspirations. AB InBev’s campaigns at Super Bowl LX exemplified this shift, offering narratives that were not only entertaining but also meaningful.  

Budweiser’s tenth win is symbolic of longevity in a rapidly changing landscape. Few brands can claim such consistency in capturing hearts and minds. It is a reminder that while platforms evolve and consumer behaviors shift, the fundamentals of great storytelling remain unchanged. Emotion, relatability, and cultural resonance continue to be the cornerstones of effective advertising.  

Looking ahead, AB InBev’s dominance at Super Bowl LX sets a high bar for future campaigns. The challenge will be to sustain this momentum while adapting to new technologies and audience expectations. With streaming platforms, social media, and interactive formats reshaping the advertising ecosystem, the ability to innovate while staying true to brand heritage will be crucial.  

For now, though, the brewer can celebrate a remarkable achievement. Budweiser’s #1 ranking, alongside Michelob ULTRA and Bud Light’s strong performances, underscores AB InBev’s position not just as a leader in the beer industry but as a powerhouse in global marketing. As Marcel Marcondes aptly put it, this success is a tribute to the teams and partners who continue to make these brands part of one of the world’s most-watched sporting events and biggest beer occasions.  

In the grand theatre of the Super Bowl, where every second of airtime is scrutinized and celebrated, AB InBev has once again shown that it knows how to play the game. And in doing so, it has ensured that its brands remain not just beverages of choice, but cultural icons that define moments of joy, connection, and celebration.