Video ad platform XR Extreme Reach is out with its analysis of Super Bowl Ads, finding that the use of humor is up significantly, while the use of celebrities and calls to action are down versus a similar analysis from two years ago.   

Also down sharply: Use of talent with darker skin tones versus two years ago.  

Eighty-five percent of this year’s ads used humor as a storytelling device, up from 71% in 2023 leading XR to conclude that advertisers were seeking “stronger emotional connections” with audiences.   

XR’s rundown found that the use of celebrities declined to 54% of in-game ads from 77% in 2023. The company’s conclusion: Brands are shifting away from star power as their primary engagement tactic and relying more on stronger storytelling.   

There was also less reliance on traditional calls to action, another bet that the impact of stronger storytelling would drive loyalty and engagement beyond game day.   

Overall, this year’s batch of ads used 45% more people than last year’s game.   

The analysis also found that almost two-thirds of this year’s ads featured people with darker skin tones, but a 41% decrease in the use of talent with darker skin tones versus two years ago. That said the Super Bowl ads continue to outperform global benchmarks, according to the firm’s research.   

But there was a “more balanced gender portrayal,” compared with two years ago.   

More ads featured seniors this year versus prior years.  

The report was based on insights delivered by XRIQ, XR’s AI-powered creative intelligence suite, which it markets to brands as a tool that can help create more engaging ads and other capabilities.   

More on the study can be found here.