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The Winners and Losers From Super Bowl 2018

By David Waterhouse

We only have weeks to go until the 53rd Super Bowl kicks off in Atlanta, Georgia.

There’s no doubt that this year’s Super Bowl Sunday promises to be a bruising affair. However, the fiercest competitors won’t be wearing helmets and pads.

With brands splashing out over $5million for a 30-second spot, the action will be just as intense and fierce off the field as on it.

Which brand will be the talk of this year’s Super Bowl? Well, we are going to have to wait and see. At Realeyes, we are going to be testing all of the spots from this year’s Big Game using our face-reading AI technology to see which ad was the most engaging.

This year’s spots will be scored on how much attention they attract, the depth of emotional engagement they attract and how positive viewers were about the creative to assess which brand will walk away with the 2019 Super Bowl crown. It certainly promises to be closely-fought contest, with many big brands already putting their hats into the ring.

But before we look ahead to this year, we thought we would take a look back at last year’s brand battle to see what it takes to become a Super Bowl champion.

Super Bowl LII Thumbnails

Last year saw many brands stay away from the political messaging that had characterised the 2017 Super Bowl, as they instead opted to go for the more traditional Super Bowl fare of funny ads. The result was some truly memorable spots from brands such as Tide and Amazon. But which ads topped our chart?

Well, to establish the winners and losers from last year we tested over 70 ads on 5,000 US viewers.

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.

The results are below. Is your favourite there?


  Brand Ad Score % Better
01 NFL Touchdown Celebrations to Come 10 99.3
02 M&M'S ft. Danny DeVito‚ 10 96.9
02 Jack in the Box Jack vs Martha 10 96.9
03 Groupon "Who Wouldn't" 10 96.8
04 Amazon Alexa Loses Her Voice 10 95.8
04 E–Trade This Is Getting Old 10 95.8
05 Tide It's Another Tide Ad (15 sec) 9 94.4
06 Toyota Tundra 9 94.2
07 Jeep Jeep - Jurassic 9 93.1
08 Tide It's a Tide Ad 9 92.5
08 Tourism Australia   Dundee ft. Chris Hemsworth and Danny McBride 9 92.5
08 Avocados from Mexico #GuacWorld 9 92.5
09 Doritos vs.Mountain Dew Ice ft. Peter Dinklage and Morgan Freeman 9 91.5
10 Bud Light The Bud Knight 9 90.6
11 Pringles Wow 9 90.2
12 Febreze The Only Man Whose Bleep Don't Stink 9 89.9
13 Sprint  Do the math and switch to Sprint 9 88.2
14 Tide It's Yet Another Tide Ad, Again 9 88.0
15 Tide It's Yet Another Tide Ad 8 84.9
16 Rocket Mortgage ft. Keegan-Michael Key and Big Sean  8 83.9
17 PETA  Redemption: James Cromwell... 8 82.9
18 Bud Light  Ye Olde Pep Talk 8 82.0
18 Yellow Tail  Big Game Surprise 8 82.0
19 T-Mobile #LittleOnes  8 81.8
20 Dodge Ram  Icelandic Vikings 8 80.1
21 Diet Coke Twisted Mango - Groove 8 78.4
21 Michelob Ultra The Perfect Fit ft. Chris Pratt 8 78.4
22 Toyota Mobility Anthem 8 77.9
23 Kraft Family Greatly 8 77.5
24 Kia Steven Tyler - Fueled By Youth 7 74.4
24 Universal Parks Peyton Manning: Vacation Quarterback 7 74.4
25 Toyota Good Odds 7 73.2
26 Hope Detector    Hyundai NFL 7 71.8
27 Wendy's Iceberg 7 70.7
28 Skittles Teasers Video 2 7 70.0
28 Skittles Teasers Video 3 7 70.0
29 Persil Super Bowl Commercial 2018 7 68.9
30 Winter Olympics  ft. Lindsey Vonn 7 66.9
31 Turkish Airlines 5 Senses with Dr. Oz 7 66.1
31 Squarespace Make It Happen - ft. Keanu Reeves 7 66.1
32 Mercedes Benz AMG E63 S 7 65.9
33 Pepsi  This is the Pepsi - Generations 6 62.0
34 Spam  Don't Knock It 6 59.3
34 TurboTax The Noise in the Attic 6 59.3
35 Budweiser Stand By You 6 59.0
36 Jeep Anti-Manifesto 6 58.8
37 NBC Lets Go Crazy 6 58.2
38 Marvel Studios Avengers Infinity War 6 57.4
39 Star Wars  Solo 6 56.6
39 Duracell Hoodie 6 56.6
39 TurboTax Super Bowl Commercial 2018 6 56.6
39 Skittles Teasers Video 4 6 56.6
40 Lexus  LS 500 F SPORT - Black Panther 6 55.4
41 Michelob Ultra I Like Beer 6 54.8
42 Heroes Arena Conquer Your Battles  6 53.6
43 Verizon Answering the Call 6 50.4
44 WeatherTech American Factory 5 47.2
45 H-E-B Cowboy Troy 5 46.1
46 This Is Us Promo Super Bowl 2018  5 45.7
47 Monster With Ricegum & Iggy Azalea 5 45.2
48 NBC Rise Trailer - Josh Radnor 5 43.8
49 Coca-Cola The Wonder of Us  5 41.0
50 Amazon Prime Tom Clancy's Jack Ryan Trailer  5 39.9
60 Movieclips Trailers Westworld Season 2  5 39.3
61 Jeep The Road  5 36.5
62 Intuit Giant Skip Ad 5 36.2
63 Hulu Castle Rock 5 36.0
64 Ram Trucks Dr. Martin Luther King, Jr.  4 33.7
65 Wix Coolest Collaboration Ft Rhett & Link 4 22.9
66 Skittles Teasers 2018 Video 1 3 17.2
67 Stella Artois & Water.org ft. Matt Damon  3 15.4

 


 

 Super Bowl 2016 Rankings       Super Bowl 2017 Ranking

 


by David Waterhouse

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