Lucky for all who tuned in, both this year’s game and this year’s broadcast proved to be well worth the time and attention — even amid a week that felt bigger, louder and more culturally packed than ever.

With brands spending hundreds of millions of dollars for a shot at Super Bowl glory, viewers were treated to more than just a defensive battle in the first half and a (minor) explosion of points in the second. The evening delivered a full slate of high-profile celebrity appearances, ambitious creative swings and plenty of moments clearly designed to live far beyond the final whistle — on social feeds, in group texts and in Monday morning conversations.

As in years past, the Milwaukee Business Journal asked Traction Factory President Scott Bucher, along with several other Milwaukee marketing experts, to weigh in on the real winners and losers of this year’s game.

Some spots managed to deliver on smart strategy, strong storytelling and cultural relevance — while others struggled to break through the noise. See the only final score that really matters at the link below.

As always, some of this year’s ads were better than others. Some brands clearly scored touchdowns, while others never managed to come up with a successful game plan. Sincere thanks to the Milwaukee Business Journal for once again letting us be part of their Super Bowl postgame show.