SUPER BOWL LIV - Brand News
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S UPE R BOWL LIV
realeyesit.com
THE RESPONSES OF 2,500
VIEWERS OF 75 SUPER BOWL
LIV VIDEOS – USING AI:
EMOTION & ATTENTION
F
ootball fans were not the only ones being put through Measuring the impact of their creative is also a key challenge for
the emotional wringer on Super Bowl Sunday. Besides marketers. Everyone has their opinions on which ads were the
celebrating the abilities of muscle-bound giants to run standouts from the day and which brands fluffed their lines, but
into each other at full speed, Super Bowl weekend is also a how do we measure which brand really won the Super Bowl?
showcase for the biggest, flashiest and weirdest advertising the
world’s biggest brands have to offer. Looking at ads which generated the most headlines and chatter
across social media does not tell the full story.
And with brands paying $5.6M for their seat at the Big Game and
several studies suggesting that more than half of the people who
tune in to the Super Bowl are only interested in the ads, the action
was every bit as intense off the field as on it.
Ads are as much a part of Super Bowl Sunday as touchdowns,
eating chips and hail Mary passes. But the pressure on marketers
to make the most of their moment in the Super Bowl sun has
never been more intense.
© 2020 REALEYES | R E A L E Y E S I T. C O M
Methodology
Study conducted before and during the Super
Bowl LIV, February 2020
SAMPLE
150 viewers per video
Based on aggregate measurement from an opt-in panel audience
(n=2,500 US GenPop) using webcams and anonymous facial coding,
the Realeyes’ ‘Interest’ score is an index that combines attention and
STIMULI emotion signals to build a second-by-second indication of a viewer’s
distraction, attention and attentive engagement of video advertising
content. Higher scores indicate that viewers showed greater
interest, attention and engagement as measured by their facial cues.
Emotion & Attention For each of the Super Bowl videos, a 150-person sample audience
measured via webcam was prompted to opt-in via their webcam to view the video content.
Each viewer watched the content on their own device, representing
a natural and authentic viewing experience.
RESULTS
Data delivered on
the dashboard
HO W IT WO RK S
© 2020 REALEYES | R E A L E Y E S I T. C O M
SUPER BOWL ADS FROM
MOUNTAIN DEW, AVACADOS
FROM MEXICO, ROCKET
MORTGAGE DROVE HIGHEST
VIEWER ATTENTION
This year's top commercial spots according to Realeyes’
Interest score:
BRAND CAMPAIGN SCORE “At $5.6 million per 30-second commercial spot, the advertising
creatives that command the greatest attention ultimately
Mountain Dew – Zero Sugar As Good as the Original 92 maximize the delivery of messaging,” said Max Kalehoff, Realeyes’
The Avocados from Mexico Shopping Network AFM Ad 2020 86 vice president of marketing.
Rocket Mortgage Mamoa at Home 85
“Facial coding and attention measurement unlock the ability for
P&G Presents When We Come Together... 84 marketers to embed human response into advertising, ensuring
brand content makes paid media work harder.”
Pepsi – Zero Sugar Done Right 84
© 2020 REALEYES | R E A L E Y E S I T. C O M
Predicting VTR
Realeyes measures attention as a key metric to accurately The ads that drove the highest average percent of “Positive"
predict view-through rates (VTR) of video content before ads go emotion throughout their duration were:
live. Accurate VTR prediction scores enable advertisers to select
the best content to maximize return on media investment.
% POS BRAND CAMPAIGN
Greater view-through rates result in greater effective reach and
impact as content is distributed across different media channels
21.4 Mountain Dew – Zero Sugar As Good as the Original
and ad formats.
20.9 Doritos The Cool Ranch Ft. Lil Nas X & Sam Elliott
This year 12 Super Bowl spots scored higher than the Interest
18.3 Tide Finally Later - Super Bowl 2020
norm of 73 within Realeyes’ historical database of nearly 500
Super Bowl ads. 17.5 Cheetos Can’t Touch This - Super Bowl LIV
17.0 P&G When We Come Together, an Interactive
Super Bowl Party, America’s Choice
“Advertisers this year pursued a diversity of approaches to earn
attention, such as playing to positive and negative emotions, and
last-minute agile strategies,” said Kalehoff. “However, noticeably
absent this year was a dominant undertone of broader social
movements more evident during past big games, like Black Lives The ads that drove the highest average percent of “Negative”
Matter and #metoo. It is possible marketers were subdued in emotion throughout their duration were:
their messaging in light of an approaching election season and
growing awareness of a national divide.”
% NEG BRAND CAMPAIGN
18.1 Hint Water Pie Eating Contest
14.3 Amazon Prime Video Hunters
13.1 Donald Trump Criminal Reform
13.0 Soda Stream SodaStream Discovers Water On Mars
12.5 Lightlife TV Surprise Yourself
© 2020 REALEYES | R E A L E Y E S I T. C O MInterest Score / Overall
Combining both attention and emotion signals to create a score
of viewer attentive engagement of video advertising content.
Higher scores indicate that viewers showed greater interest,
whereas low scores suggests that the content is prone to
audience distraction.
BRAND CAMPAIGN INTEREST SCORE DELTA
From SB Norm (73)
01 Mountain Dew As Good As The Original 92 19
02 The Avocados from Mexico Shopping Network 86 13
03 Rocket Mortgage Momoa at Home 85 12
04 Pepsi – Zero Sugar Done Right 84 11
05 P&G When We Come Together...Super Bowl Party 84 11
06 Tide Bud Knight Now, Laundry Later 83 10
07 Pringles Rick and Morty Commercial 81 8
08 Hint Water Pie Eating Contest 80 7
09 Pop-Tarts Fixed the Pretzel Commercial, Ft.Jonathan Van Ness 79 6
10 Planters Tribute – 2020 Big Game Commercial 78 5
11 Paramount Pictures A Quiet Place Part II 77 4
12 Doritos The Cool Ranch feat. Lil Nas X and Sam Elliott 77 4
13 New York Life Insurance Love Takes Actionl 73 0
14 Quibi Bank Heist 73 0
15 Hyundai - Sonata Smaht Pahk Ft. John Krasinski, Chris Evans 73 0
16 GMC - Hummer EV Quiet Revolution 30 ft. Lebron James 71 -2
17 Michelob ULTRA Pure Gold 6 for 6-Pack 71 -2
18 Tide Finally Later 71 -2
19 XFINITY On Demand TV Better in 4K 70 -3
20 Tide Super Bowl now 70 -3
21 PostyStore Inside Post's Brain - Bud Light Seltzer - Post Malone 68 -5
22 Cheetos Can't Touch 68 -5
23 McDonald’s Famous Orders 66 -7
24 Budweiser Typical American 65 -8
25 Discover No We Don't Charge Annual Fees 65 -8
Continued...
© 2020 REALEYES | R E A L E Y E S I T. C O MInterest Score / Overall...
BRAND CAMPAIGN INTEREST SCORE DELTA
From SB Norm (73)
26 State Farm Back In The Office 65 -8
27 Genesis Going Away Party feat. John Legend & Chrissy Teigen 64 -9
28 OIKOS YoGlutes 64 -9
29 T-Mobile Anthony Anderson's Mama Tests T-Mobile 5G Network 63 -10
30 Google Loretta 63 -10
31 Walmart Straight Talk Mascot Rivalry 63 -10
32 Universal Pictures Fast and Furious 9 63 -10
33 Snickers Fix the World 59 -14
34 Universal Pictures Minions 2 – The Rise of Gru 59 -14
35 Coca-Cola Energy Show Up ft. Jonah Hill and Martin Scorsese 59 -14
36 Verizon Closing Time 57 -16
37 Little Caesars Best Thing Since Sliced Bread 55 -18
38 Donald Trump Stronger, Safer, More Prosperous 55 -18
39 Donald Trump Criminal Reform 51 -22
40 Hard Rock Hotels Casinos Bling Cup 50 -23
41 George Mike Bloomberg for President 49 -24
42 Amazon Prime Video Hunters 49 -24
43 Tiktok Make Your Day 48 -25
44 Turkish Airlines Step on Earth 48 -25
45 Lightlife TV Surprise Yourself 44 -29
46 TurboTax All People Are Tax People 43 -30
47 Facebook Groups Ready to Rock ft. Chris Rock & Sylvester Stallone 43 -30
48 Reese's Take 5 Rock 42 -31
49 Microsoft Be The One - Katie Sowers 42 -31
50 Soda Stream SodaStream Discovers Water On Mars 42 -31
Continued...
© 2020 REALEYES | R E A L E Y E S I T. C O MInterest Score / Overall...
BRAND CAMPAIGN INTEREST SCORE DELTA
From SB Norm (73)
51 Sabra HowImmus 38 -35
52 ADT #PassTheProtection 38 -35
53 NFL Building a Better Game 38 -35
54 Toyota Heroes 36 -37
55 Verizon One More Sunday 35 -38
56 Disney Marvel shows 35 -38
57 Walmart Famous Visitors 35 -38
58 NFL Inspire Change ft. Anquan Boldin 34 -39
59 Dashlane Password Paradise 34 -39
60 Audi Let It Go 34 -39
61 Verizon 5G built right 'smoke' 33 -40
62 UWM Faster, Easier, More Affordable 32 -41
63 Heinz Find The Goodness - Four at Once 30 -43
64 Fox Super Bowl LIV commercial 29 -44
65 TurboTax All People Are Tax People - Official - 60 TV Ad 29 -44
66 Olay Make Space For Women 28 -45
67 Metro-Goldwyn-Mayer 007 - No Time To Die - Official Game Day Spot 28 -45
68 Porsche The Heist 28 -45
69 Marvel Black Widow 'Choose' 27 -46
70 Kia Tough Never Quits 26 -47
70 WeatherTech Lucky Dog 2020 24 -49
72 Presidente Beer Never Left 16 -57
73 Secret Deodorant The Secret Kicker 16 -57
74 Hulu Tom Brady's Big Announcement 14 -59
75 Saucony One Small Step 12 -61
© 2020 REALEYES | R E A L E Y E S I T. C O M34yrs or less
BRAND CAMPAIGN INTEREST SCORE
01 Heinz Find The Goodness - Four at Once 94
02 WeatherTech WeatherTech - Lucky Dog 2020 94
03 Tide Bud Knight now Laundry Later 87
04 Lightlife TV Surprise Yourself 80
05 McDonald's Famous Orders 79
06 Pop-Tarts Fixed the Pretzel Commercial, Ft. Jonathan Van Ness 77
07 Tribute Tribute - 2020 Big Game Commercial 76
08 Disney Marvel shows 74
09 Snickers Fix the World 73
10 Verizon Closing Time 72
35yrs or over
BRAND CAMPAIGN INTEREST SCORE
01 Mountain Dew - Zero Sugar As Good As The Original 97
02 Paramount Pictures A Quiet Place Part II 95
03 The Avocados from Mexico Shopping Network Avocados 95
04 P&G When We Come Together...Super Bowl Party 93
05 Pepsi - Zero Sugar Done Right 93
06 Rocket Mortgage Momoa at Home 93
07 Tide Finally Later 93
08 New York Life Insurance Love Takes Action 92
09 Budweiser Typical American 2020 Super Bowl Commercial 90
10 Hint Water Pie Eating Contest 90
© 2020 REALEYES | R E A L E Y E S I T. C O MMale
BRAND CAMPAIGN INTEREST SCORE
01 Planters Tribute 98
02 Mountain Dew - Zero Sugar As Good As The Original 94
03 Verizon 5G built right 'smoke ' 94
04 Turkish Airlines Step on Earth 91
05 Paramount Pictures A Quiet Place Part II 89
06 McDonald's Famous Orders 86
07 Pop-Tarts Fixed the Pretzel Commercial, ft. Jonathan Van Ness 84
08 Rocket Mortgage Momoa at Home 80
09 Disney Marvel shows 79
10 Genesis Going Away Party ft. John Legend & Chrissy Teigen 78
Female
BRAND CAMPAIGN INTEREST SCORE
01 Doritos The Cool Ranch ft. Lil Nas X and Sam Elliott 95
02 Hint Water Pie Eating Contest 93
03 Hyundai Sonata Smaht Pahk ft. John Krasinski & Chris Evans 93
04 P&G When We Come Together, an Interactive Super Bowl Party... 92
05 The Avocados from Mexico Shopping Network 91
06 Mountain Dew - Zero Sugar As Good As The Original 90
07 Pepsi - Zero Sugar Done Right 90
08 XFINITY Better in 4K 90
09 Tide Bud Knight now Laundry Later 88
10 Rocket Mortgage Momoa at Home 87
© 2020 REALEYES | R E A L E Y E S I T. C O Mrealeyesit.com
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