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Super Bowl LIX is in the books, the Philadelphia Eagles are champions and medical marketers want to know how the pharma and health ads performed on the biggest stage.

There were a number of health brands that advertised during the big game, namely Pfizer, Novartis and Hims & Hers — in addition to Bayer, Cetaphil, Power to the Patients, WeightWatchers and UK Healthcare.

The former trio of brands all advertised nationally during the Super Bowl, taking different approaches to their creative and generating different reactions from viewers.

If there was any throughline between the three commercials, it was marketing designed to engage with patients, make them more proactive with their health and meet them on a personal level.

In a note released Monday morning, EDO said health-curious ads that ran during the big game drove “massive engagement” among consumers.

Laura Grover, SVP and head of client solutions at EDO, said consumer priorities may be evolving, but audiences continue to gravitate toward practicality and real-world utility over novelty. 

“This year’s Super Bowl made that clear — practical tech outperformed generative AI, health-conscious messaging resonated more than ever,” she said. “These trends reinforce that brands can win in the Big Game when they align with real consumer value while taking bold, strategic positions. The Super Bowl isn’t just a branding exercise — it’s one of the most powerful advertising moments of the year to move the needle on business performance.”

Pfizer led the way

Most considered Pfizer’s 60-second ad “Knock Out” — which featured a dream sequence of a pediatric cancer patient shadowboxing set to LL Cool J’s “Mama Said Knock You Out” — to be the winner of the night.

The USA Today Ad Meter ranked the Pfizer ad 10th overall, with an ad meter rating of 3.336.

“Pfizer’s Super Bowl spot brought the fight against cancer to the national stage, with Michael Buffer lending his signature catchphrase while LL Cool J’s ‘Mama Said Knock You Out’ set the tone,” according to the Ad Meter description. “In the end, the 60-second commercial struck a chord with fans and highlighted a storytelling trend for many of the night’s top ads.”

Similarly, iSpot.tv named Pfizer’s ad as the top spot by likeability, scoring 19% above the norm. 

The company noted that the drugmaker’s commercial led the way among all Super Bowl ads, not just pharma. According to iSpot, this is particularly notable since pharma TV ads generally don’t score very well with audiences as viewers tend to dislike them.

Additionally, iSpot’s analysis found that viewers considered the message of triumphing over cancer to be the single best thing about Pfizer’s ad — cited by 41% of surveyed viewers. The top viewer emotion/reaction was corporate responsibility.

U.K.-based ad agency DAIVID said Pfizer had a strong, positive message with its ad and scored high with intense positive emotions. The commercial was also a top performer with spikes in positive emotions of “hope,” “admiration,” “warmth,” “gratitude” and “inspiration.” 

DAIVID’s survey respondents ranked Pfizer’s ad in the top five in terms of being emotionally engaging.

Meanwhile, EDO ranked Pfizer’s ad 58th and said it had 0.55x as much engagement as the median Super Bowl ad. 

Kantar noted that Pfizer’s ad ranked in the 66th percentile for impact, the 79th percent for power and the 81st percentile for enjoyment.

Hims & Hers’ polarizing response

Perhaps the most controversial ad to run during the Super Bowl was Hims & Hers’ “Sick of the System” — which promoted the telehealth company’s compounded GLP-1 offerings.

The 60-second spot debuted a week prior to running during the Big Game and received a polarized response from medical marketers, viewers and even lawmakers.

Days before kickoff, two senators asked the Food and Drug Administration to review the ad, saying it ran the risk of “misleading patients by omitting safety or side effect information.”

Though EDO said Hims & Hers’ spot was the fifth highest-performing ad overall, delivering 7.7x as much engagement as the median ad, the broader response was mixed.

DAIVID said the commercial, which features Childish Gambino’s “This is America” and a voiceover bluntly critiquing the pharma industry and societal views on obesity, as “the most pushy” ad. 

The agency said the commercial overindexed on intense negative emotions of “shame,” “fear” and “guilt” as viewers had a lukewarm reaction to the ad. 

The USA Today Ad Meter ranked “Sick of the System” 49th overall, with an ad meter rating of 2.51. 

On the other hand, Kantar said Hims & Hers ranked in the 77th percentile for impact, the 88th percent for power and the 86th percentile for enjoyment.

Meanwhile, iSpot.tv said the message of the ad was the single best thing about it, with 31% of viewers citing it as a top performer for Hims & Hers.

Novartis finishes in the middle 

Novartis took perhaps the biggest swing of the night with its breast cancer awareness ad.

Unlike Pfizer and Hims & Hers, Novartis debuted “Your Attention, Please” at the Super Bowl after releasing two 15-second teasers featuring Wanda Sykes and Hailee Steinfeld in the week leading up to the game.

That was probably for good reason given that the commercial starts with numerous shots of women’s breasts in all manner of clothing.

The provocative beginning then transitions into a focus on breast health, how common breast cancer is among American women and how they can get screened to take proactive care of their bodies.

Ultimately, the unorthodox pharma ad paid off — depending on who you ask.

The USA Today Ad Meter ranked “Your Attention, Please” #16 overall, with an ad meter rating of 3.22 out of 5. 

More than 40% of viewers surveyed by iSpot said the message of Novartis’ ad was the single best thing about it.

Meanwhile, EDO placed it 31st overall with 1.2x as much engagement as the median Super Bowl ad. 

Kantar said Novartis ranked in the 62nd percentile for impact, the 80th percent for power and the 88th percentile for enjoyment.