Real Estate: Redfin

Brokerage services brand Redfin aired a heartfelt 60-second ad called “America Needs Neighbors Like You” that translated into real performance. 

Redfin achieved more than four times the engagement of the next-closest player in the real estate category, Homes.com.

Sports Betting: DraftKings

The legalization of sports betting in more than 30 U.S. states has led to a surge in advertising in that category. Both DraftKings and FanDuel faced off with in-game spots backed by star power.

But in the end, DraftKings overcame FanDuel in EDO’s rankings.

Theatrical Movies: Universal Pictures’ Minions & Monsters

Universal Pictures’ intrigue-inducing promo for its forthcoming minions movie generated the most buzz amongst a handful of movie trailers. 

The ad won 46% of all Super Bowl ad-driven engagement for movies, with “Disclosure Day,” “The Mandalorian & Grogu,” and “The Super Mario Galaxy Movie,” and others getting less engagement.

Travel: Universal Parks & Resorts

Universal Orlando Resort’s 60-second Super Bowl 60 ad, “Lil’ Bro,” shows a young boy chafing at his older brother always calling him “little man”—that is, until a visit to Epic Universe, where the boy proves his bravery.

Universal beat out Expedia and Carnival Cruise Line, swallowing up a whopping 96% of total Super Bowl ad-driven engagement in the travel category.

Delivery Services: Instacart

Instacart overcame rivals Uber Eats and Grubhub, winning 52% of total Super Bowl ad-driven engagement in ts absurdist spot starring actor Ben Stiller and pop star Benson Boone goofing off. 

The 30-second ad, aired during the first quarter, marked Instacart’s second Super Bowl appearance after its foray last year with an ad featuring grocery brand mascots like the Kool-Aid Man and Chester Cheetah.