Super Bowl 2016: The Full 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 10^th. 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.