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Super Bowl 2017: The Full Rankings

By Colin Pye

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We partnered with data providers Lucid to bring you the definitive ranking of the most emotionally engaging videos of Super Bowl 2017. Using Fulcrum marketplace, we tested over 80 commercials on over 3000 people in the US.

Humor and light-hearted entertainment were winning appraoches among this years crop of commercials - a trend we've seen across the past few Super Bowls. At the very top it was a dead heat between Mr Clean and Skittles. The emotion data showed that direct humour was the most effective method for engaging a general population audience. 
 
Position   Brand Ad %         Score
=1 Mr. Clean  Cleaner Of Your Dreams 98 10
=1 Skittles Romance 98 10
3 Buick Big Game Cam Newton 94 9
4 Bai  ft. J.Timberlake & C.Walken 94 9
=5 Wonderful Pistachios Ernie Gets Physical 93 9
=5 Paramount Pictures Baywatch 93 9
7 KIA Hero's Journey 92 9
=8 Ford Go Further 91 9
=8 Honda Yearbooks 91 9
=8 Busch “BUSCHHHHH” 91 9
=8 King's Hawaiian False Cabinet 91 9
12th Hyundai  A Better Super Bowl NFL 90 9
=13 Bud Light  Ghost Spuds 89 9
=13 National Geographic Genius 89 9
=13 T-Mobile #BagofUnlimited 89 9
16th Mercedes Easy Driver 87 9
=17 Tide Super Bowl ft Terry Bradshaw 85 8
=17 Intel  Brady Everyday 85 8
=17 Snickers A Live Super Bowl Commercial 85 8
=20 Fox Master Chef Junior 84 8
=20 Audi  Daughter 84 8
=20 Fast & Furious  The Fate of the Furious 84 8
=23 AMC The Walking Dead - Football is Over 80 8
=23 Yellow Tail Wine Pet My Roo 80 8
=25 T-Mobile  #NSFWireless 78 8
=25 Sprint Extreme Measures 78 8
=25 Buffalo Wild Wings The Conspiracy Brett Favre 78 8
=25 Persil® ProClean® Science of Clean: 10 Dimensions 78 8
=29 Mercedes-Benz Built to be Wild 76 7
=29 TurboTax  Humpty Hospital 76 7
=31 It's A 10 Hair Care Super Bowl Commercial 75 7
=31 Sprite As Seen on TV Sprite :30 75 7
=33 World of Tanks  Teensy House Buyers 74 7
=33 Squarespace Calling JohnMalkovich.com 74 7
=33 Tide Tide 74 7
36 T-Mobile UnlimitedMoves 72 7
37 World of Tanks Real Awful Moms 71 7
38 Wendy’s Cold Storage 70 7
=39 Febreze Halftime Bathroom Break 69 7
=39 Disney  Pirates of the Caribbean: Dead Men Tell No Tales 69 7
41st Wix.com Jason Statham & Gal Gadot 68 7
=42 Avocados From Mexico Secret Society 66 7
=42 Wealthsimple Mad World 66 7
=44 Mobile Strike Arnold's One Liners 65 7
=44 20th Century Fox A Cure For Wellness 65 7
46th Bud Light Between Friends 64 6
47th T-Mobile Super Bowl 64 6
=48 Paramount Pictures Transformers: The Last Knight 63 6
=48 Netflix Stranger Things 2 63 6
=48 XFINITY Everyday Awesome 63 6
51 Go Daddy The Internet Wants You 62 6
52 Tiffany & Co.  Introducing Lady Gaga for Tiffany HardWear 60 6
=53 NFL Inside These Lines 59 6
=53 Muuna Cottage Cheese  The New Way to Cottage 59 6
=55 Top Games The Battle of Evony 58 6
=55 Samsung  24 Legacy 58 6
=57 KFC  Georgia Gold 57 6
=57 Google Home Home by you. Help by Google 57 6
=57 WeatherTech Tech Team Super Bowl® Commercial 57 6
=60 Fiji Water Nature's Gift 55 6
=60 FOX Sports Happy #DaytonaDay! 55 6
=62 Paramount Pictures Ghost in the Shell  53 6
=62 Coca-Cola Love Story 53 6
64th Turkish Airlines Morgan Freeman 51 6
65th Alfa Romeo Dear Predictable 50 6
=66 Michelob ULTRA Our Bar 47 5
=66  Alfa Romeo Super Bowl 47 5
=66 Fox What Is Love? Cookie Don't Hurt Me 47 5
69th Fox Let The High-Octane Thrills Begin 44 5
=70 Sony Pictures LIFE 43 5
=70 AIP Power Past Impossible 43 5
=70 LIFEWTR Inspiration Drops 43 5
73 Alfa Romeo Chrysler 42 5
=74 84 Lumber The Journey Begins 40 5
=74 20th Century Fox Logan:"Grace" #SB51 40 5
76th Nintendo Switch 38 5
77th Hulu Official Promo My Name is Offred 37 5
=78 Budweiser Born The Hard Way 36 5
=78 H&R Block with IBM Future 36 5
=80 Fox Crime fighting Will Never Be The Same 35 5
=80 Air BnB We Accept 35 4
82 Lexus  Man and Machine 30 4
83 Coca-Cola It's Beautiful 21 3
84 Michelin  I Need You 18 3


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 8000+ previously-tested campaigns. This EmotionAll score can be segmented by age or gender as well. We analysed the results to draw out insights as to what made our top ads so successful – and where other ads failed. 
 
 Super Bowl 2018 Rankings
                                                                   

by Colin Pye

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