Best and worst Super Bowl commercials of 2026 as rated by experts

Google and Pepsi were among the best ads of the Big Game, while Coinbase and ai.com got failing grades, according to one ranking.

Published on Feb. 9, 2026

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The stakes are high for advertisers during the Super Bowl, with 30 seconds of airtime fetching as much as $10 million. This year, the most effective Super Bowl ads delivered an emotional or humorous punch while also clearly conveying the importance or utility of their products, according to the annual post-game ad breakdown from Northwestern University's Kellogg School of Management. Google's ad for its Gemini AI service was ranked the best, while Coinbase's ad using a Backstreet Boys song earned a failing grade for failing to show viewers what the crypto exchange does.

Why it matters

Super Bowl commercials are a major marketing event, with brands paying millions to craft their ads and secure coveted airtime. The Kellogg review provides insights into what makes an effective Super Bowl ad, highlighting the importance of emotional storytelling and clearly communicating a product's value to viewers.

The details

The Kellogg panel graded the Super Bowl ads on their marketing effectiveness, with Google's "New Home" ad for its Gemini AI service earning an "A" for pairing "genuine emotional storytelling with a clear illustration of how the product fits naturally into people's lives." In contrast, Coinbase's ad using a Backstreet Boys song received a failing grade for failing to show viewers what the crypto exchange does or why they might want to use it.

  • Super Bowl 60 took place on February 9, 2026.

The players

Google

A multinational technology company that specializes in Internet-related services and products.

Coinbase

A cryptocurrency exchange platform that allows users to buy, sell, and trade various digital currencies.

Kellogg School of Management

A graduate business school at Northwestern University that is known for its annual review of Super Bowl commercials.

Tim Calkins

A clinical professor of marketing and co-lead of the Kellogg School Super Bowl Advertising Review.

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What they’re saying

“This ad captures what Google has historically done best: pairing genuine emotional storytelling with a clear illustration of how the product fits naturally into people's lives.”

— Tim Calkins, Clinical professor of marketing and co-lead of the Kellogg School Super Bowl Advertising Review (Kellogg School of Management)

The takeaway

The Kellogg review highlights the importance of Super Bowl commercials effectively communicating a product's value and emotional resonance with viewers, as opposed to simply using catchy songs or celebrity endorsements. Brands that can strike the right balance between storytelling and product utility are more likely to score a touchdown with their Super Bowl ads.