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Super Bowl 2016: The Full Rankings

By Colin Pye
Superbowl 2016 ad rankings

We partnered with data providers Lucid and insights platform Qualtrics to test the emotional reactions of over 3000 people in the US, collecting over 20,000 ad views to 72 Superbowl adverts in record time.

If last year was widely considered to be an emotional heavy-hitter (the adverts, not the game – though Seahawks and Patriots fans may disagree) this year was a return to form with humour, animals and celebrities dominating the Top 10. Five ads in the Top 10 feature celebrities, the other four focus on animals – perhaps fittingly, our number one is the only ad that does neither (though it does have a(n unborn) baby in it.) 

Competition was stiff – the top 10 have less than 20% variation between them - under 15% for the top 9, as Snickers lags behind in 10th. Doritos and Hyundai are the only two brands to break into the Top 10 with more than one ad – though Hyundai also has a third in the Top 20. 

Without further ado, here are the full Superbowl ad rankings. Click on the ad names to view each ad's individual results, second-by-second:


   Brand Ad Score
01 Doritos Ultrasound 99.2 10
02 Marmot Love the Outside 98.5 10
03 Heinz Wiener Stampede 97.6 10
04 Hyundai First Date 96.5 10
05 Skittles The Portrait with Steve Tyler 96.3 10
06 Doritos Doritos Dogs 92.8 9
07 Honda A New Truck To Love 90.7 9
08 T-Mobile Drop the Balls 90.7 9
09 Hyundai Ryanville 90.5 9
10 Snickers Marilyn 85.4 8
11 TurboTax Never a Sellout 84.4 8
12 Bai Horse Whisperer 84.4 8
13 Mtn Dew Puppymonkeybaby 84.1 8
14 Toyota Heck on Wheels 83.3 8
15 Hyundai The Chase 82.7 8
16 NFL Super Bowl Babies Choir feat. Seal  79.9 8
17 Budweiser #GiveADamn 78.8 8
18 Amazon Party 75.8 7
19 Esurance Pass It On Sweepstakes 75.8 7
20 Pantene Strong Is Beautiful 75.0 7
21 Kia Walken Closet 74.1 7
22 Death Wish Coffee Co. Storm's A-brewing 72.7 7
23 Buick The Big Game Meets The Big Day 72.2 7
24 Shock Top Unfiltered Talk with T.J. Miller 71.1 7
25 Disney The Jungle Book 71.1 7
26 Dollar Shave Club Zeke 69.9 7
27 Avocados from Mexico #AvosInSpace 68.1 7
28 Toyota The Longest Chase 67.2 7
29 Budweiser The Bud Light Party 67.2 7
30 Campbell's This One's for Mom 65.1 7
31 Acura What He Said 63.4 6
32 Apartments.com Moving Day 63.4 6
33 Butterfinger Jump 62.56 6
34 Jublia Ready to Fight It 62.5 6
35 Audi Commander 61.4 6
36 Persil America's #1 60.0 6
37 Wix.com Kung Fu Panda Discovers the Power of Wix 59.8 6
38 Squarespace Real Talk with Key and Peele 57.8 6
39 T-Mobile Restricted Bling 56.4 6
40 20th Century Fox Independence Day: Resurgence 56.4 6
41 Mini #DefyLabels 55.2 6
42 Advil Distant Memory 55.2 6
43 Coca-Cola Hulk vs Antman 55.2 6
44 OICisDifferent.com Envy 54.8 6
45 Xifaxan Gut Guy 54.8 6
46 Taco Bell Bigger Than... 53.9 6
47 Jeep 4x4ever 49.5 5
48 WeatherTech Resources 49.4 5
49 Jack In The Box Declaration of Delicious 47.9 5
50 Mobile Strike Arnold's Fight 47.2 5
51 Quicken Loans What We Were Thinking 47.0 5
52 SoFi Great Loans for Great People 45.4 5
53 LG Man from the Future 45.4 5
54 Right to Rise First Job 45.4 5
55 Comcast Xfinity Journey  44.2 5
56 Axe Find Your Magic 43.2 5
57 Michelob Ultra Breathe 41.7 5
58 Pokemon  Train On 39.8 5
59 Suntrust Hold Your Breath 39.8 5
60 Paramount Teenage Mutant Ninja Turtles 39.7 5
61 Budweiser #NotBackingDown 39.7 5
62 No More  Text Talk 38.7 5
63 Universal Jason Bourne 38.7 5
64 Guaranteed Rate Game Show for The Big Game 38.7 5
65 Fitbit Fit in Style 38.7 5
66 Schick Robot Razors 36.9 5
67 Jeep Portraits 35.4 5
68 Pepsi Joy of Pepsi ft Janelle Monáe 31.8 4
69 Paramount 10 Cloverfield Lane 28.5 4
70 20th Century Fox X-men: Apocalypse 27.1 4
71 Paypal There's New Money in Town 25.2 4
72 Colgate #EveryDropCounts 21.6 3


Film trailers, no matter how highly anticipated, weren’t able to break into the top 20. The highest scoring trailer is The Jungle Book at slot 25, and perhaps surprisingly, a fair few made it into the bottom scorers.

These rankings are based on individual adverts’ EmotionAll scores – a 1 to 10 performance score which compares videos’ emotional performance across our entire database of over 7000+ previously-tested campaigns. This EmotionAll score can be segmented by age or gender as well. We tested the ads for emotional response and analysed the results to draw out insights as to what made our top ads so successful – and where other ads failed.  
 
 Super Bowl 2017 Ranking  Super Bowl 2018 Rankings
 

by Colin Pye

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