Semrush Study: Super Bowl Ads Are No Longer a One-Night Event
What social engagement, search behavior, and AI-generated answers reveal about who really won the up-to-$10M ad battle
February 13, 2026
The stage is set for Super Bowl LIX as the Philadelphia Eagles and Kansas City Chiefs get ready to face off. But the action isn’t just on the field—it’s lighting up the digital world too. Semrush data reveals that the fan engagement these teams inspire isn't just a seasonal trend; it keeps them in the spotlight with significant surges in search activity and website traffic year-round.
Online Engagement: Tracking Fan Momentum
In the lead-up to the big game, fan activity has surged across both search and website traffic. The Eagles saw nearly 1 million US visits to their website during NFC Championship week, demonstrating how their fanbase rallies around key moments. Meanwhile, the Chiefs recorded 450.3K visits in the same period, maintaining a steady stream of engagement leading up to the championship.
Search interest tells a similar story. US average monthly searches for “philadelphia eagles” was 2.18M in 2024, while “kansas city chiefs” pulled in an even bigger 4.78M searches. While the Eagles experience sharp spikes in engagement around major moments, the Chiefs sustain broader, nationwide interest throughout the season. With both teams set for the biggest game of the year, fan engagement is at an all-time high—on and off the field.
Search interest tells a similar story. US average monthly searches for “philadelphia eagles” was 2.18M in 2024, while “kansas city chiefs” pulled in an even bigger 4.78M searches. While the Eagles experience sharp spikes in engagement around major moments, the Chiefs sustain broader, nationwide interest throughout the season. With both teams set for the biggest game of the year, fan engagement is at an all-time high—on and off the field.
Player Spotlight: The Biggest Names Heading into the Super Bowl
The stars of the Eagles and Chiefs aren’t just making headlines on the field—they’re driving massive search interest too.
Eagles’ Standouts
In 2024, Saquon Barkley (702.1K) led all Eagles players in US search volume after a dominant season, proving to be a game-changer as he looks to cap it off with a Super Bowl win. Jalen Hurts (620.3K) continues to be a major force, with AJ Brown (298K) and DeVonta Smith (213.6K) rounding out the top names driving fan interest.
Chiefs’ Standouts
To no surprise, Travis Kelce (3.15M) is the most-searched player heading into the Super Bowl during the same period, fueled by elite performances and off-field buzz. His relationship with Taylor Swift has only amplified his profile, making him a household name beyond football. Patrick Mahomes (1.65M) follows closely behind, as he looks to claim his third championship and cement his legacy as one of the game’s all-time greats. Xavier Worthy (325.9K) and Isiah Pacheco (290.1K) are also making waves, proving that the Chiefs' playmakers extend far beyond their superstar QB.
Top Betting Apps: Where Fans Place Their Bets
The Super Bowl isn’t just about football—it’s one of the biggest betting moments of the year. DraftKings (13.26M) and FanDuel (11.9M) led the way in online US traffic 2024, with Caesars (6.12M) and BetMGM (4.19M) also seeing strong engagement. As sports betting continues to grow, these platforms remain at the center of the action, attracting millions of bettors looking for odds, promotions, and in-game betting opportunities. With major events like the Super Bowl driving spikes in interest, the popularity of online sportsbooks shows no signs of slowing down.
Search interest related to sports betting also remained high in the US throughout 2024, reinforcing its growing role in fan engagement:
- “Super Bowl odds” – 98,225 average monthly searches
- “Sports betting apps” – 38,967 average monthly searches
- “NFL spreads point” – 35,775 average monthly searches
With sports wagering continuing to surge, all eyes will be on which platforms win big this year.
Did Last Year’s Super Bowl Ads Pay Off?
According to USA TODAY’s Ad Meter, viewers voted on their favorite Super Bowl ads in 2024—but did that translate into real engagement?
Brands like Budweiser (+209.2%) and Dove (+197.4%) saw massive spikes in site traffic, proving that strong storytelling and emotional appeal can drive real-world action. Meanwhile, not all top-rated ads saw a lift in traffic, showing that hype doesn’t always mean conversions.
Brands like Budweiser (+209.2%) and Dove (+197.4%) saw massive spikes in site traffic, proving that strong storytelling and emotional appeal can drive real-world action. Meanwhile, not all top-rated ads saw a lift in traffic, showing that hype doesn’t always mean conversions.
With this year’s Super Bowl promising another wave of high-profile campaigns, the big question is—which brands will capture audience attention and turn it into measurable results?
Final Takeaway: What Brands Can Learn from Super Bowl Hype
The Super Bowl isn’t just the biggest night in football—it’s a masterclass in audience engagement. From player searches to ad-driven traffic spikes, this year’s data highlights how fans interact beyond game day.
For brands looking to turn hype into long-term engagement, Semrush offers the tools to track, analyze, and optimize performance:
For brands looking to turn hype into long-term engagement, Semrush offers the tools to track, analyze, and optimize performance:
- Semrush .Trends – Track website traffic and audience behavior to see which brands, platforms, and campaigns are driving the most Super Bowl engagement.
- Keyword Magic Tool & Topic Research – Identify high-interest Super Bowl-related keywords and content topics to keep your brand in the conversation.
- Advertising Research – Analyze top Super Bowl ad campaigns, track competitor ad spend, and uncover insights to refine your strategy.
- Semrush Social – Monitor brand mentions, track engagement spikes, and refine your content approach before, during, and after major events.
The brands that win aren’t just the ones making noise—they’re the ones using data to create meaningful connections. With Semrush, businesses can turn audience insights into real engagement that lasts long after the final whistle.
