Super Bowl

Super Bowl 2018: The best and worst ads

By Colin Pye

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 ft. Matt Damon 3 15.4

Super Bowl Rankings 2018

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by Colin Pye

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