Super Bowl 2016: The Full Rankings
Colin Pye
February 7
•
3 minute read
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.
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.
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.
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