Patrick Mahomes may have been the best-paid player in the Super Bowl after his $164,000 paycheck…

But his paycheck was not the highest payout of the night…

Was it Usher for his halftime show?

Nope. He was paid $0 to do it.

Was it the NFL?

Nope. They made about $600 million.

The real winner was CBS TV Network, who made an estimated $712 million to host the Super Bowl.

CBS charged $7 million for every 30-second commercial slot.

That’s:

Here are the top 5 commercials from last Sunday, and the 3 best converting Super Bowl commercials of all time (and how I’d rate them).

Here’s what we got for ya:

Read Time: 4 min 37 sec

Each Super Bowl commercial will receive a score based on these 5 factors:

#1 - The Hook. Does it catch the viewer’s attention? Or more importantly, does it catch the right viewers' attention?

#2 - Comedy/ Emotion. Is it funny or not? Do I feel emotionally moved?

#3 - Product Desirability. Do I need to buy the product/ service? Am I running to the nearest computer or store to be the first in line?

#4 - Attention Retention. A great hook is only half the battle.

#5 - The CTA/ Offer. How well do they convert eyeballs to dollars? Is there a new product? A new deal? Urgency?

Bonus Points: Celebrity appearances.

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Every year I check USA Today’s Super Bowl Ad meter to see the ad ratings of the year.

This year over 160,000 people voted on their favorite ad.

Here are the top 5 and my ratings.

(PS - If you haven’t seen one, click the image to watch the full commercial!)

#1 - “Like a Good Neighbaaa” by State Farm

Profit Snack Score: 8

Hook - The best hook of the Super Bowl for sure.

Comedy - Absolutely. Seriously, I’ll never say ‘neighbor’ the same again.

Plus it had Arnold Schwarzenegger & Danny DeVito. But State Farm missed a crucial step…

They’re missing a strong CTA. Yes, it was funny and engaging…

But I don’t feel motivated to visit their website or buy insurance.

#2 - Dunkin’ ‘The DunKings’ by Dunkin’ Donuts

(For those who don’t know, this is a play on the Sad Ben Affleck meme).

Profit Snack Score: 10

Hook? Jennifer Lopez.

Comedy? Every scene.

Product? Everyone’s drinking a Dunkin’ coffee

There was a small CTA at the end when Affleck mentions there’s a new drink named after him.

On Monday, The Affleck Drink sold out in 30% of Dunkin’ Donuts.

Need I say more?

#3 - Perfect 10: The Kia Big Game commercial

Profit Snack Score: 9

Not only did Kia nail the hook and engage us with a heartfelt story…

But the entire commercial revolves around the convince of owning a Kia EV9.

Driving on icy roads → The speaker in the back → The electricity powers the lights → etc

All we needed was a CTA like a Winter Sale or limited availability.

#4 - DON'T FORGET UBER EATS

Profit Snack Score: 9.5

This Uber Eats ad checked out in every category but the one that really matters…

A CTA.

So why did I give it a 9.5?

Because I don’t think Uber Eats was optimizing for people to use the app ASAP.

I don’t know about you…

But I had no idea they could deliver flowers or alcohol. Two things someone might forget on Valentine’s Day and need in a pinch.

#5 - Hard Knocks: A Dove Big Game Film

Profit Snack Score: 10

Although it’s a different spin on Super Bowl ads…

I think Dove did a 10/10 job capturing and maintaining attention.

Plus the CTA was very clear after they sparked a sense of duty in viewers - “Join the Body Confident Sports program.”

So, these were the top 5 commercials for this Super Bowl.

Let’s look at the top 3 of all time.

#1 - “Alexa Loses Her Voice” (2018)

Profit Snack Score: 10

In 2018, this ad was the most viewed video ad on YouTube. 6 months after it aired, Amazon’s head of marketing said it boosted Amazon sales by over 300%.

And on top of that…

It broke the record for ‘most celebrities ever seen in a Super Bowl ad.’

#2 - “Skittles Settle It” (2015)

Profit Snack Score: 7

This one made the top 3 not because the ad is great…

But because this Skittle ad made history with the highest ROI ever seen on a Super Bowl ad.

How?

In a 2015 study, a company tracked the total amount of mentions each company received online after the Super Bowl, and divided them by the amount they spent.

The result - Skittles had the lowest costs per mention which has yet to be topped by any other ad.

#3 - Apple Macintosh Computer (1984)

Profit Snack Score: 9

If you can get past the fact that it’s 40 years old…

This ad is pure marketing genius.

The first Mac had just come out 2 weeks earlier, a direct competitor to IBM.

And not only did this ad convince the US that Apple was the new and improved IBM replacement…

But Apple said they received over $150M worth of free airtime via news and TV replays.

Three months after the 1984 Super Bowl, Apple sold $155M worth of Macintoshes.