Super Bowl ads gained increased exposure this year as Super Bowl XLIX was the highest-rated Super Bowl in history, as well as the most-engaged one in social media.
Nevertheless, some ads reached the endzone with viewers, while some were sacked by poor reception. "In general, I'd give [ads] a B-plus," Jim Cooper, editorial editor at Ad Week, told CNBC's "Squawk on the Street" on Monday. "I think there was a lot of good creative [advertising] and a lot of new, interesting players that took a huge risk in spending those $4.5 million…Now they're sort of on the mainstream radar of the nation after being in such a big stage." One of these new players is Wix, a cloud-based web development platform.
Cooper said he found the most successful ads contained at least one of these three elements: Sentimentality, nostalgia and humor. "People ultimately want to feel good watching these ads during the game, he said. "Snark and sarcasm don't play well."
Negatively-toned ads are also less likely to play well with viewers during the Super Bowl, Cooper said. "[Nationwide] brought the mood down," he said. "They got crushed on social media for it."