Super Bowl 2018: The Best and Worst Ads for Audience Engagement
Colin Pye
February 5
•
1 minute read
The Philadelphia Eagles may have won the game, but how did the ads do out in the field?
As featured in Marketing Week, we partnered with Lucid, to bring you the best and worst ranking emotionally engaging videos of 2018's Super Bowl. Using Lucid’s Fulcrum marketplace, we tested over 75 videos with 5000 viewers watching the Super Bowl ads. Ads were rated across four metrics – attraction, retention, engagement and impact – to give an overall 1 out of 10 ‘EmotionAll’ score with a percentage rating of all the videos tested within the Realeyes database.
| Brand | Ad | Score | % Better |
|---|---|---|---|
| NFL | Touchdown Celebrations to Come | 10 | 99.3 |
| M&M’s | ft. Danny DeVito | 10 | 96.9 |
| Jack in The Box | Jack vs Martha | 10 | 96.9 |
| Groupon | Who Wouldn't | 10 | 96.8 |
| Amazon | Alexa Loses Her Voice | 10 | 95.8 |
| E-Trade | This Is Getting Old | 10 | 95.8 |
| Tide | Another Tide Ad, ft. Old Spice | 9 | 94.4 |
| Toyota | Tundra | 9 | 94.2 |
| Jeep | Jeep - Jurassic | 9 | 93.1 |
| Tide | It's a Tide Ad (60 sec) | 9 | 92.2 |
| Tourism Australia | ft. Chris Hemsworth & Danny McBride | 9 | 92.2 |
| Avocados from Mexico | #GuacWorld | 9 | 92.2 |
| Brand | Ad | Score | % Better |
|---|---|---|---|
| WeatherTech | American Factory | 5 | 47.2 |
| H–E–B | with Cowboy Troy | 5 | 46.1 |
| This is Us | Official Promo | 5 | 45.7 |
| Monster | ft. Ricegun and Iggy Azalea | 5 | 45.2 |
| NBC | Rise feat. Josh Radnor | 5 | 43.8 |
| Coca-Cola | The Wonder of Us | 5 | 41.0 |
| Amazon Prime | Tom Clancy's Jack Ryan | 5 | 39.9 |
| HBO | Westworld Season 2 | 5 | 39.3 |
| Jeep | The Road | 5 | 39.3 |
| Intuit | Giant Skip | 5 | 36.2 |
| Hulu | Castle Rock | 5 | 36.0 |
| Ram Trucks | Built to Serve ft. Dr Martin Luther King Jr | 4 | 33.7 |
| Wix | Coolest Collaboration feat. Rhett & Link | 4 | 22.9 |
| Stella Artois | Water.org ft. Matt Damon | 3 | 15.4 |
As featured in
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