LOS ANGELES--(BUSINESS WIRE)--Today Ace Metrix, the leader in measuring the impact of video advertising, released its lists of Super Bowl ads that stood out to viewers based on emotional impact. Results are generated from consumer data, where each ad is rated by more than 500 real world viewers all across the country.
“The day after the Super Bowl seemingly everyone wants to put out a list of what they thought were the best ads of the Big Game. After millions of dollars in creative production and the most expensive media buy, careers can be made and lost,” said Peter Daboll, Ace Metrix CEO. “But most of these lists are opinions of industry insiders, not representative of how viewers received the ads.”’
Daboll continued, “Let’s remember that many of the Super Bowl ads are trying to accomplish different objectives—some purely entertaining, some tug at heartstrings, and others push specific products. So to judge them based on the same criteria doesn’t say whether they were successful in their own right.”
Using Ace Emo, which quantifies an ad’s emotional impact compared with tens of thousands of ads, Ace Metrix is able to recognize the Super Bowl LIII ads that stood out to viewers for one of the following emotions: Funny, Heartfelt, Ingenious, Eerie, and WTF. The methodology is based on deep Natural Language Processing and machine learning analysis of hundreds of viewer reactions to every ad – in their own words.
Funniest Super Bowl LIII Ads:
Based on Ace Metrix’s Funny
emotional metric, the stronger an ad’s signal the more universally
appealing the humor. Five of this year’s funniest benefitted from a
celebrity’s star power and acting prowess save for Bud Light, which
continued its Bud Knight saga to help evoke a humorous response.
| Rank | Brand | Ad Title | Length | ||||||
| 1 | Bubly | 0:30 | |||||||
| 2 | NFL | 2:00 | |||||||
| 3 | M&M | 0:30 | |||||||
| 4 | Bud Light | 0:15 | |||||||
| 5 | Hyundai | 1:00 | |||||||
| 6 | Avocados from Mexico | 0:30 | |||||||
| 7 | Bud Light | 0:15 | |||||||
| 8 | Bud Light | 1:00 |
Most Heartfelt Super Bowl LIII Ads:
These rankings were
derived from Ace Metrix’s Heartfelt emotional metric, which is evoked
when an ad is moving (whether it’s happy, sad, or bittersweet) as a
result of the story, message, characters, visual scenes, or all
combined. While humor can be polarizing, heartfelt ads have the power to
connect with all viewers. Likeability was one of the strongest
components for each of the following ads.
| Rank | Brand | Ad Title | Length | ||||||
| 1 | Verizon | 1:00 | |||||||
| 2 | Microsoft | 1:00 | |||||||
| 3 | Verizon | 0:30 | |||||||
| 4 | 1:10 | ||||||||
| 5 | 1:00 | ||||||||
| 6 | NFL | 0:30 |
Most Ingenious Super Bowl LIII Ads:
The following was
derived from Ace Metrix’s Ingenious emotional metric, which triggers
when an ad is seen as clever, or viewers find the product/service
innovative. These ads benefit from memorability as their unique
qualities tend to leave a lasting impression.
| Rank | Brand | Ad Title | Length | ||||||
| 1 | Bubly | 0:30 | |||||||
| 2 | Hyundai | 1:00 | |||||||
| 3 | Mercedes Benz | 1:00 | |||||||
| 4 | Bud Light | 1:00 | |||||||
| 5 | Audi | 1:00 |
Most Eerie Super Bowl LIII Ads:
Derived from Ace Metrix’s
Eerie metric, these ads make viewers feel uneasy or scared, often as the
result of (really) weird or scary ad content. Brands may purposefully
try to connect through this non-traditional emotion as a way to generate
that “can’t look away even if you really want to” attention.
Consequently, Attention scores were the strongest component for each of
the five most eerie ads.
| Rank | Brand | Ad Title | Length | ||||||
| 1 | TurboTax | 0:45 | |||||||
| 2 | Burger King | 0:30 | |||||||
| 3 | Mint Mobile | 0:30 | |||||||
| 4 | Bon & Viv Spiked Seltzer | 0:30 | |||||||
| 5 | Colgate | 0:30 |
Most WTF Super Bowl LIII Ads:
Derived from Ace Metrix’s WTF
metric, which signals when the message is confusing, or when there’s no
connection between the ad and the brand advertised, leaving viewers with
that “WTF did I just watch?” reaction. Advertisers that spark WTF
emotions tend to forego classic campaign metrics in order to make a
statement, wow with cinematic visuals or both. Some brands knowingly go
this route for the Super Bowl as a way to generate buzz around their ad,
while others may have had no intention of ending up here.
| Rank | Brand | Ad Title | Length | ||||||
| 1 | Turkish Airlines | 0:30 | |||||||
| 2 | Burger King | 0:30 | |||||||
| 3 | Expensify | 0:30 | |||||||
| 4 | TurboTax | 0:45 | |||||||
| 5 | Avocados from Mexico | 0:30 | |||||||
| 6 | Bud Light | 1:00 |
You can find a detailed analysis on the Ace Metrix website, here.
About Ace Metrix Inc.
Ace Metrix measures ad creative effectiveness based on viewer reaction to video ads, providing the advertising industry an unbiased resource to measure creative impact. Ace Metrix scores every national television and digital ad across 96 categories creating a complete comparative database—Ace Metrix LIVE®. A unique panel of at least 500 consumers, demographically balanced to the U.S. census, scores each ad in the exact same manner. The results are presented on a scale of 1–950, which represents scoring on creative attributes such as Attention, Likeability, Information, Change, Relevance, Desire and Watchability. Ace Metrix applies a natural language processing algorithm to the hundreds of qualitative verbatim responses collected for each ad, deriving additional metrics related to emotional engagement.
Follow Ace Metrix on Twitter for sustained insight: @Ace_Metrix.
Note: Ace Metrix®, the Ace Metrix logo design, Ace Score®, Ace Metrix LIVE® and Creative Lifecycle Management® are registered trademarks of Ace Metrix. Other trademarks are property of their respective owners.
