Artificial intelligence has been used to rank yesterday’s Super Bowl ads based on viewer attention and emotion.
US artificial intelligence firm Realeyes used its technology on 2500 viewers of yesterday’s game that included using webcams and anonymous facial coding to determine an “interest” score built on a second-by-second indication of a viewer’s distraction, attention and attentive engagement the advertising content.
The higher scores indicate that viewers showed greater interest, attention and engagement as measured by their facial cues.
This year’s top commercial spots, according Realeyes’ Interest score were:
1) Mountain Dew Zero Sugar, As Good As The Original (92)
2) The Avocados from Mexico Shopping Network Avocados From Mexico 2020 Ad 60 (86)
3) Rocket Mortgage – Momoa at Home (85)
4) P&G Presents When We Come Together, an Interactive Super Bowl Party, America’s Choice (84)
5) Pepsi – Zero Sugar – Done Right (84)
“At $5.6 million per 30-second commercial spot, the advertising creatives that command the greatest attention ultimately maximize the delivery of messaging,” said Max Kalehoff, Realeyes’ vice president of marketing. “Facial coding and attention measurement unlock the ability for marketers to embed human response into advertising, ensuring brand content makes paid media work harder.”
Realeyes measures attention as a key metric to accurately predict view-through rates (VTR) of video content before ads go live. Accurate VTR prediction scores enable advertisers to select the best content to maximize return on media investment. Greater view-through rates result in greater effective reach and impact as the content is distributed across different media channels and ad formats.
This year 12 Super Bowl spots scored higher than the Interest norm of 73 within Realeyes’ historical database of nearly 500 Super Bowl ads.
“Advertisers this year pursued a diversity of approaches to earn attention, such as playing to positive and negative emotions, and last-minute agile strategies,” said Kalehoff. “However, noticeably absent this year was a dominant undertone of broader social movements more evident during past big games, like Black Lives Matter and #metoo. It is possible marketers were subdued in their messaging in light of an approaching election season and growing awareness of a national divide.”
The ads that drove the highest average percent of “Happy” emotion throughout their duration were:
- Mountain Dew – Zero Sugar, As Good As The Original (21.4%)
- Doritos – The Cool Ranch feat. Lil Nas X and Sam Elliott (20.9%)
- Tide – Finally Later – Super Bowl 2020 (18.3%)
- Cheetos – Can’t Touch This SUPER BOWL LIV (17.5%)
- P&G – When We Come Together, an Interactive Super Bowl Party, America’s Choice (17%)
The ads that drove the highest average percent of “Negative” emotion throughout their duration were:
- Hint Water – Super Bowl Commercial (2020) – Pie Eating Contest (18.1%)
- Amazon Prime Video – Hunters (14.3%)
- Donald Trump – Criminal Reform Ad – Super Bowl 2020 (13.1%)
- Soda Stream – SodaStream Discovers Water On Mars Fresh Sparkling Water in Seconds (13.0%)
- Lightlife TV – Surprise Yourself (12.5%)
Please login with linkedin to commentsuper bowl
Swinburne University of Technology has launched a series of Bootcamp Graduate Certificate courses, developed in partnership with FourthRev. The courses, an Australian-first, will upskill career changers and provide students the capabilities required to thrive in the digital economy. They are available on-campus and through its online arm, Swinburne Online. Alongside completing projects which will emulate […]
PayPal has partnered with Welcome to Country, Australia’s first Indigenous-led not-for-profit marketplace, which showcases businesses that support Aboriginal and Torres Strait Islander communities. Welcome to Country launched in 2019, providing an online platform for Indigenous experience providers across tours, day treks, scenic flights, bush food, festivals, art and cultural experiences. When the pandemic hit, the […]
Former liberal politician and female icon Julie Bishop has further cemented her celebrity status by scoring her very own Barbie doll. According to The Sydney Morning Herald, Barbie creators Mattel, created the Barbie doll in Bishop’s likeness to honour her achievements. Unfortunately, the Julie Bishop Barbie won’t be for sale. Instead, the one-off doll was […]
Full-service digital marketing agency Whitehat Agency has launched its new website and branding, with the end-to-end project delivered by its own team of experienced in-house website designers, developers and UX specialists. After a challenging 2020, Whitehat Agency has experienced a very positive 2021 to date, onboarding nine new clients including The Dog Mum, Handpicked Wines, Compost […]
Award-winning house and land provider, Thrive Homes has launched a new brand campaign to encourage homebuyers worried about the complicated process of building a new home to say 'no' to stress and 'yes' to an efficient, more affordable new home without compromising quality by making 'The Clever Choice' and choosing Thrive.
Fast-growing fintech startup DiviPay has announced the appointment of one of Australia’s most influential and reputable public figures in the accounting world, Trent McLaren, as its head of accounting. The move will enable Divipay to expand its reach into the accounting industry, with the aim of growing its business customer base. DiviPay, Australia’s first virtual […]
Independent agency Adhesive has been appointed the public relations agency of record in Australia for the Domain Group, a leading property technology and services marketplace. The appointment will see Adhesive support PR & communications and campaign media activity for Domain, across consumer, corporate and B2B market remits. Adhesive will work closely with Domain’s in-house communications, […]
Sean Szeps is a gay father and a proud member of the LGBTQIA+ community who believes he does not know enough about those within his community that have different gender and sexual identities to his own. Feeling compelled to explore the unique experiences of every member of the community, Szeps’ new podcast, Come Out Wherever […]