It seems that February 2018 in the UK had a good run of successful bullish branding with Irn-Bru’s “Don’t be a can’t” and KFC’s, “FCK”. The latest ad, ‘Parents’ from Scottish drinks giant A.G. Barr has already attracted 9 complaints to the Advertising Standard Authority since airing. Despite the controversy, with an exceptionally high overall EmotionAll® score of 9 out of 10, UK viewers really enjoyed this ad.
Which sports stir audience emotions the most? We were very excited to help our partner Freeview, the biggest TV platform in the UK find out.
More Brands Using AI-Powered Facial Coding Technology Over Surveys To Gain A True Understanding Of Human Response and Video Creative Performance
Realeyes, a pioneer and leader in video attention measurement, announced today that its flagship PreView SaaS product has exceeded industry expectations by initiating a blue-chip roster of brand clients including Mars Inc, Church & Dwight and Hershey’s among others. The company also has completed a breakthrough creative and media analytics assignment for influential political data firm Hawkfish, and has established a strategic partnership in Japan with NEC, a leader in the integration of IT and network technologies.
From the very first teaser through to the last ad of the game, each spot released in the field is rated by its performance to Capture, Retain and Encode audience attention using Realeyes PreView.
| Brand | Creative | Sec | Quality Score | Capture | Retain | Encode | ||
| 1 | Best Buy | LG – Super Bowl 2021 | 46 | 4 | 3.93 | 16.6% | 75.27 | |
| 2 | Vroom | Bad Passengers ft. Christina Applegate | 30 | 4 | 5.03 | 24.2% | 18.22 | |
| 3 | Doritos | The Ball is in Your Court ft. Serena Williams | 30 | 3 | 3.85 | 20.4% | 47.4 | |
| 4 | Cheetos | We All Win | 15 | 3 | 5.08 | 0.0% | 3.99 | |
| 5 | Chipotle | The 100 Year Game | 36 | 3 | 3.71 | 7.1% | 7.96 |
All eyes are on the Super Bowl. The biggest network TV event of the year claimed 102 million viewers in 2020 at a cost of $5.6 million per 30-seconnd spot. But are advertisers creating ads that engage with viewers and connect with them on an emotional level?
Realeyes set out to understand trends in Super Bowl advertising over the last three years by testing 192 ads that aired during the big game in 2018, 2019, and 2020. All ads were tested with our PreView system, which measures the ability of an ad to capture and retain viewer attention and encode an emotional response.
Super Bowl LV will be occurring in a vastly different environment than previous years. Viewers have been through an emotional roller coaster over the last year with the COVID-19 pandemic and a hotly contested election.
Overall our study found a decline quality and encoding scores over the last three years, which may be indicative of emotional fatigue in an increasingly divided nation. After a rocky January, in 2021all bets are off as to the ability of advertisers to capture viewer attention and connect with them on an emotional level. Stay tuned for our Super Bowl LV Recap after the game.
The competition for consumer attention is fierce leading up to Christmas. It’s crucial to have a campaign that attracts highly distracted audiences, which is why brands spend millions on media space. The pandemic has created a backdrop of caution, along with a host of logistical challenges, but advertiser’s creativity could’t be locked down.
COVID-19 has shocked the world and sent economies spinning, and many home-goods brands have benefitted from consumers spending more to keep their homes and themselves clean.
While profits of these brands are soaring, how are their ads performing? To find out, we tested 29 home-cleaning and personal-hygiene ads from nine brands, including Clorox, Seventh Generation, Kleenex, Glad, Febreze, Lysol, Swiffer, Charmin and Tide. Videos ranged from 5 to 30 seconds in duration.
The United Nations World Food Programme (WFP) and SAWA, the Global Cinema Advertising Association, have launched ‘Feed Our Future’ – a campaign to encourage global cinema audiences to drop their popcorn to donate to tackle world hunger.
If attention is an outcome that leads to sales and customer loyalty, then the advertising industry should embrace attention.
But measuring attention is not trivial. And that’s why we published our latest report, “The CMO Guide for Measuring and Managing to Attention Outcomes.”
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