AiRR Score Research / February 2026

The Super Bowl AI Effect

4 industries. 8 brands. 3 measurement points. Does an $8M Super Bowl ad change what ChatGPT recommends?

AiRR Score Dashboard Super Bowl LX · 8 Brands · 4 Categories
0
Pre-Game Leader
Wix
Pre-game leader in Website Builders on ChatGPT purchase-intent queries
Leader held position across all 3 measurement points
Website Builders · AiRR Score Change
Wix
78.47 Pre-Game Score
Day After
+0.76
79.23 total
One Week
+0.68
79.15 total
Squarespace
67.85 Pre-Game Score
Day After
+1.15
69.00 total
One Week
+0.88
68.73 total
Pre-Game Gap
10.6
baseline
Day After Gap
10.2
held
One Week Gap
10.4
held
Post-Game Impact · Google Search Spike vs AiRR Score Change
Wix
Google
+800%
+800%
AiRR
+0.9%
Squarespace
Google
+800%
+800%
AiRR
+1.3%
Google spike: Ipsos / EDO industry data, 2025. Typical Super Bowl advertiser baseline. Hims & Hers spike: Analytics Mates, February 2026.
Google Search Spike (game night, decays within 8 hrs)
AiRR Score Change (pre-game to one week later)
Key Takeaway
Wix held its lead across all three measurement points. Both brands saw the typical +800% Google search spike on game night, returning to baseline within 8 hours. Their AiRR Scores moved less than 1.3%. The Super Bowl drove searches. It did not change what ChatGPT recommends.
124.9M
Super Bowl LX viewers
NBC / Peacock / Telemundo
800M
weekly ChatGPT users
OpenAI, Oct 2025
15.9%
ChatGPT conversion rate
vs 1.76% Google organic
8 hrs
Google spike decay
Most brands, post-kickoff
$750B
projected AI search spend by 2028
McKinsey, 2025
What We Did

A controlled study of AI brand visibility before and after the Super Bowl

We tracked 8 brands across 4 competitive pairs on ChatGPT using purchase-intent queries. Each brand was scored on our 4P framework (Presence, Perception, Prestige, Persistence) at 3 time points: pre-game, day after, and one week later.

What We Found

$8 million buys Google searches. It does not buy AI recommendations.

In all 4 categories, the brand ChatGPT recommended before the game was the same brand it recommended after. Google spiked for every advertiser and decayed within 8 hours. One brand moved meaningfully on ChatGPT, but still could not close the gap.

Why It Matters

Google is a mirror of the present. ChatGPT is a map built from the past.

AI models encode brand knowledge in training weights, not real-time indexing. A 30-second ad does not update those weights. AI visibility is a content and authority strategy, not a media buy.

Read the full white paper

All 8 brands. All 4 industries. Complete methodology, Steven Perlman's analysis, and 18 cited sources.

Download the White Paper

That was their data. Where does your brand stand?

AiRR scores your brand 0-100 across ChatGPT, Perplexity, Gemini, and Claude. If you are not measuring, you cannot manage it.

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