Let’s just say that Tom Brady and Bill Belichick chased down their record-breaking sixth Super Bowl crown. That should narrow it all down.

On Sunday, huge brands like Budweiser and Pepsi once again spent millions of dollars from their advertising budgets in the hopes of catching your attention during what should be the year’s most-watched television event. While the ratings were the lowest since 2009, the numbers still boggle imagination:

If you’re a big budget advertiser, those numbers will cost you. How much? CBS charged another boggling number: a record $5.25 million for thirty seconds of airtime. The cost is slightly up from last year’s $5.2 million, and $1 million more than the cost to air a commercial during the 2014 Super Bowl. In just over a decade, the price of the average Super Bowl ad has nearly doubled from a price point of $2.69 million in 2008. If you go all the way back to the first-ever Super Bowl, in 1967, ads cost anywhere from $37,500  to $42,500, while 1995 marked the first year that the average cost crept into the millions, when 30-second ads sold for $1.15 million.

So who scored and who fumbled this year?

WINNERS

Olay
In the company’s first Super Bowl ad—a horror-movie spoof featuring scream queen Sarah Michelle Gellar—the product is so good that the slasher wants to discuss her fantastic skin. Some panned it, but it was better than almost anything you’d see on Saturday Night Live.

Amazon
The “Not Everything Makes The Cut” spot is incredible in its comic timing and celebrity cameos. You had me at Harrison’s Ford’s dog ordering gravy.

The Washington Post
Because knowing empowers us.
Knowing helps us decide.
Knowing keeps us free.

Simply, this spot gave me chills. Simply. Awesome.

Captain Marvel
The Captain Marvel spot was the perfect thing to get the women in the house excited for a super hero movie.

LOSERS


KIA
“Telluride”
Their Super Bowl ad included only people from the town of West Point (who weren’t aware this would be used in the big game). I’m sorry, I know I’m supposed to be nicer but I spent the first 15 seconds trying to understand what the VO person was saying.

Devour 
“Food Porn”

We all know what Devour was trying to do with the cheekiness of their spot. In the original spot the concerned girlfriend says, “My boyfriend is addicted to frozen food porn.” Since you can’t say “porn” at the Super Bowl, it was edited to say, “My boyfriend has an addiction.” Katy Marshall, one of the marketing people behind the ad, told Yahoo Finance: “Some may say our new commercial is too hot for TV. We’ll let the audience decide.” Katy, let’s just say that no one will be addicted to this ad…and…you should have called the Media Guy before spending $5.25 mill plus production costs.