Bud Light's Dilly Dilly Wins The Attentiveness Bowl

February 5
By Richard Whitman
Originally published in MediaPost

If you’re going to pay $5 million-plus for a Super Bowl ad, you really hope that people watching the game pay attention to it, right?

And it is a gamble, what with all the parties, drinking, and bathroom breaks, not to mention football that could potentially distract viewers from paying full attention to the ads.

But according to TVision’s Attention Index Bud Light’s Dilly Dilly-- Bud Knight ad was top-ranked in the attention-getting department, capturing nearly 31% more attention than the average ad in the game.

Well, silly as Dilly is, it looks like A-B has successfully put another campaign smack in the middle of the cultural zeitgeist. Just like the frogs and “wassup” before (they were both Budweiser).

For a while there back in the aughts it seemed like every other person greeted me with a wassup? I won’t tell you what I was thinking at the time. And those damned frogs? What more need be said about them? Kids thought they were cool. (That’s actually a little problematic, but whatever. It wasn’t like Bud was intentionally marketing to underage drinkers, right?)

Anyway, we have Wieden+Kennedy to thank for the Dilly Dilly fad. Directly, anyway. And maybe "Game Of Thrones" and other medieval-esque stories, programs, etc., that have found a place in the zeitgeist as well.

Here is TVision’s top-10-ranked ads in the game based on attentiveness (a 100 score is average):

Bud Light - Bud Knight - 130.8 on the Attention Index
E*Trade - This is Getting Old - 123.6
Mountain Dew/Doritos - Doritos Blaze vs Mountain Dew Ice - 116.9
Mission: Impossible - Fallout - Mission: Impossible - Fallout - 114.2
Avocados from Mexico - #GuacWorld - 113.7
NFL - Touchdown Celebration - 112.4
M&Ms - Human - 112.1
Tide - It's a Tide Ad - 111.1
Netflix: The Cloverfield Paradox - The Cloverfield Paradox - 110.9
Amazon Alexa - Alexa Loses Her voice - 110.7

The company uses a national sample and a proprietary method for measuring second-by-second viewer focus on the TV screen to derive its results.

More resources from TVision

Today TVision, the company measuring every second of TV and CTV viewer engagement, released the H2 2025 State of Streaming Report. The semi-annual State of Streaming Report is the industry's best resource for insight into attention and engagement with streaming apps, content and ads.

Today TVision, the company measuring every second of TV and CTV viewer engagement, announced it has entered into a definitive agreement to be acquired by Viant Technology Inc. (NASDAQ: DSP), a leader in CTV and AI-powered programmatic advertising, in a transaction valued at $40 million. The deal, expected to close in Q2 2026, brings TVision's second-by-second, person-level attention data, co-viewership signals, and in-room presence measurement directly into Viant's buying platform.