This year, the average cost for a 30-second spot during the Big Game was $8 million, with some companies paying more than $10 million for airtime during one of the most-watched events on TV. While visibility is a given, it’s not always clear which brands’ multi-million-dollar investments resulted in a real sales impact. As the lines between content and commerce continue to blur, Gopuff’s Brand Bowl Report seeks to answer this question by determining which Big Game commercials drove instant sales. 

“Reaching nearly 40% of the U.S. population in a single night, the Big Game offers brands mass visibility and a rare opportunity to measure the instant impact of their investment as consumer engagement spikes in real time," said Michael Peroutka, Gopuff’s Head of Ads. “With first-party data and the ability to deliver products to customers within minutes, Gopuff has a unique ability to measure the real-time impact of Big Game ads and uncover trends in game day customer behavior.”

The 2026 Brand Bowl

By tracking units ordered in the hour after each CPG ad aired (compared to the hour prior), Gopuff reveals which commercials inspired customers to take immediate action. 

Brand Bowl Winners

• First place 🥇: 2026’s Brand Bowl winner is Kinder Bueno, which saw a 100% increase in units sold in the hour after its commercial “Yes Bueno” aired. Looking at all-day sales on Sunday, Kinder Bueno saw a 444% increase over the previous five-Sunday average. 

• Second place 🥈: Coming in close at No. 2, NERDS units ordered were up 95% in the hour after its ad for Juicy Gummy Clusters aired. NERDS sales all day Sunday were up 418% overall compared to the previous five Sundays.

• Third place 🥉: Liquid Death, only the second ad to air during the game, saw an 83% increase in units ordered after its Exploding Heads ad aired.  

• Fourth place: Dunkin, up 56%.

• Fifth place: Liquid IV, up 40%.

• Rounding out the top performers, Ritz, Pepsi Zero Sugar and Poppi saw 24% to 29% increases in units ordered after their ads aired. Notably, sales for Pepsi 12pk 12oz Cans were up more than 200% overall on Sunday. 

Brand Bowl Key Themes

• Better-For-You Beverages Take Center Stage: Better-for-you beverages take center stage in Gopuff’s 2026 Brand Bowl, with Liquid Death, Pepsi Zero Sugar, Liquid IV and Poppi all seeing big increases in orders immediately after their ads aired. 

• In-game timing: The majority of the Brand Bowl winners aired their ads during the second quarter, while one (Liquid Death) aired during the first quarter. Notably, none of the top performers aired their ads in the fourth quarter. 

• Celebrity influence: Just over half of this year’s CPG ads featured celebrities, and it appears a famous face may help a brand break through the noise, at least some of the time. The first-, second-, and fourth-place Brand Bowl winners packed celeb power, but our third- and fifth-place winners did not. 

• 30 Seconds Packs a Punch: 62.5% of the eight best-performing CPG ads were 30 seconds long, 25% were 45 seconds, and just one (12.5%) was 60 seconds. 

Percent changes are based on units sold one hour before compared to units ordered in the hour after the commercial aired. All numbers exclude sampled products or giveaways.

Game Day Order Trends

Gopuff saw a 25% increase in sales compared to an average Sunday, as people stocked up on Big Game watch party essentials. Right as fans settled in for kickoff, Gopuff orders spiked at 6:00 p.m. Eastern time. Here are the top products customers turned to on Game Day:

Top Trending Products

• Lime 🍋‍🟩- Sales were up 631%

• Kinder Bueno 🍫 - Sales were up 444%

• NERDS Gummy Clusters 🍬 - Sales were up 418%

• Tostitos Hint of Lime Chips 🌽 - Sales were up 398% (Tostitos Original Tortilla Chips were also up 318%)

• Basically Red Party Cups 🥤- Sales were up 381%

Honorable mention to SKITTLES, for which sales jumped 256% year-over-year for the entirety of Super Bowl week! There was clearly excitement about their Big Game commercial, delivered by Gopuff (check it out here) that left shoppers wanting to taste the rainbow.

Game Day Category Trends

• Cheers🍾: Fans wasted no time cracking open a cold one for the Big Game. Alcohol orders were up 60%, with Michelob Ultra sales surging 182%, Corona Extra up 152%, and Miller High Life rising 143%.

• Home Essentials 🧻: Customers were in host mode yesterday, with Basically 50ct Red Party Cups up 380% and Basically Sturdy Paper Plates up 178%. Toilet paper sales were also up. 

• Game Day Dips 🥑: Tostitos Medium Salsa con Queso Dip sales jumped 180% and avocado sales rose 66% as game day dips took center stage. 

• Flavor profile 🍬: Sweet was the biggest flavor profile of the day on Sunday, though Savory flavors had the biggest increase compared to the previous 5 Sundays. Speaking of flavors, lime was a big winner as orders for limes and lime-flavored tortilla chips shot up. 

• Heartburn: Orders for digestion relief products were up 17% on Game Day.

• Staying Connected📱: Fans made sure their phones were game-ready too, with charging cable sales up 61% so no one missed a play (or a Bad Bunny Halftime Show post).

• Super Monday Slump Prep 💊: As customers began looking ahead to the morning after, shoppers stocked up on recovery essentials: Purple Tree Post-Celebration Wellness Vitamins soared 111%, ZBiotics Pre-Alcohol Drinks jumped 67%, and Morning Recovery Lemon Drinks rose 38%.

Top Search Terms

• Chips

• Water

• Ice Cream

• Milk

• Juice

• Bread

Percent changes compared nationwide sales on February 8, 2026 to all previous Sundays in 2026.

The Local Index

In New England, as customers licked their wounds, some interesting order trends emerged. 

• Customers in New England ordered 20% more than on a typical Sunday, with alcohol sales up more than 70%. Within alcohol, High Noon Beach Pack 12pk 12oz cans saw the largest spike in orders (up 722% compared to the previous 5 Sundays), with Oyster Bay Sauvignon Blanc 750ml also up more than 260%. 

• Snack and drink sales were both up roughly 20% on Game Day. Salty snacks, specifically, were up 33%, with Tostitos Scoops Original 14,5oz up a whopping 255% in New England. 

• As the likelihood of a win dwindled, so too did Gopuff customer orders in New England. 68% of orders were placed pre-game, 27% mid-game, and only 5% after the game wrapped. 

Meanwhile, in Seattle, customers celebrated their win. 

• Game day alcohol orders jumped 34% compared to an average Sunday as Corona Extra surged 488%, White Claw climbed 221%, and Tito’s Handmade Vodka rose 126%.

• And the party didn’t stop at the final whistle: 22% of the day’s orders rolled in after Seattle locked in the victory, proving fans were still in full celebration mode post-game.

In the Bay Area, where the Big Game took center stage, Gopuff observed: 

• Gopuff orders increased 28% versus a typical Sunday, as alcohol sales surged 38%. Tequila and lager were tied for MVP, each jumping 114%, while hard and spiked beers followed close behind, up 71%.

• Fans also stocked up beyond the bar cart: non-alcoholic drink sales rose 28% and snack orders climbed 21%, with candy, salty snacks, and chocolate seeing a notable spike during the game. 

While the home team wasn't in contention this year for Gopuff’s hometown of Philadelphia, sales were still up nearly 50%. 

• Alcohol sales surged 90% compared to the previous five Sundays, though they remained about 30% lower than on game day last year when the home team played. The most popular choices within the alcohol category were Miller Lite, Corona Extra, and White Claw.

• Orders for non-alcoholic beverages, groceries, and snacks were all up 40-50% compared to the previous five Sundays. Within those categories, salty snacks and soda orders were up 25% and 36%, respectively. Popular individual items included Basically Purified and Spring Water, Frito-Lay Classic Multi Pack, and Banana. Sales for Starbucks’ food and beverageitems were also up 30%.

• The day’s order distribution closely mirrored 2025 Game Day, with a slight increase in orders placed during the game this year (up 7 percentage points).

Sales changes compare February 8 sales in that metro area to the previous five Sundays.