• by Wayne Friedman , Staff Writer, February 12, 2025

Although the Super Bowl game was a blowout -- won by the Philadelphia Eagles over the Kansas City Chiefs -- the "attention" scores for those expensive ads were fairly even throughout the game.

TVision -- which has "eyes on the screen" technology -- estimates attention index scores of 119, 122, 122, and 121 for the first through fourth quarters of the game. Half-time attention scores dipped to 115.

TVision measures attention when viewers are the room. Overall attention for all ads averaged a 118 index, against a benchmark of 100. In addition, viewers per viewing household (VPVH) were at 2.0 -- significantly higher than the 1.4 average for all TV.

Men had much higher attention scores for the game content and advertising than women. For advertising, men were came in at 122, compared to women at 115. For the game itself, men had a 122 index, compared to women at a 114.

The highest attention score for an individual Super Bowl ad came from the Foundation to Combat Antisemitism’s “No Reason To Hate,” which hit a 130.3 index.
Bud Light (128.3) was next, followed by Pringles (127.9), Budweiser (127.9) and Tubi (127.2).

These five ads ran in either the second or early third quarters -- when the game was still relatively competitive. Midway through the second quarter, the Eagles were up 17-0. At half time, it was 24-0.

While the overall "Super Bowl Half Time" show scored a low 113 attention index, Kendrick’s Lamar’s musical performance -- a major element of half-time programming -- scored a leading 128 number.