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Super Bowl 2016: Winners and Losers

Like a lot of the US, we at Realeyes were glued to our screens on Super Bowl Sunday – but it wasn’t for the game. It was so we could collect every ad shown during the game and test people’s emotional responses to them.

We partnered with data providers Lucid and insights platform Qualtrics to bring you the definitive ranking of the most emotionally engaging ads of #SuperBowl50. Using Lucid’s Fulcrum unit, we tested 72 ads on over 3000 people in the US in record time.

The Realeyes platform measures how people feel while they watch video content online. People share access to their webcams for the duration of the video, and their facial expressions are tracked, processed and analysed in the cloud. Results appear on our online dashboard in near real-time. 

Speed being of the essence to avoid general Superbowl fatigue, we drew on the full scale of Lucid’s access to consumer data for the fastest turnover. We collected over 15000 views and analysed 6.7 million frames in just three hours – enough data to create reliable reports on all 72 ads.

And the winner is….

Doritos chose to run not one but two user-generated contenders for the last year of their ‘Crash the Superbowl’ campaign – both made it into our Top 10. But while ‘Dogs’ is entertaining but gentle, with a group of pets trying to raid a store, ‘Ultrasound’ is the more divisive offering. It drew mixed reactions and plenty of attention online ahead of the game, but it ultimately seems to have paid off. It pipped Marmot’s ‘Love the Outside’to the post, scoring better than 99% of the ads in our database.

This year’s worst ad was Colgate’s #EveryDropCounts, which only scored an EmotionAll3 and was a whopping 78% worse than Doritos’ winner – worse even than Xifaxan’s walking bowels and the ad about opiod-induced constipation. Although a valiant effort with an important message, the ad lacked impact and fell flat. Some may argue that the Superbowl is not the place for PSAs, but Budweiser’s own ‘don’t drink and drive’ message, #GiveADamn, broke into the Top 20. A string of insults aimed at drink drivers delivered by Helen Mirren appears more emotionally engaging – perhaps it’s the accent.

Film trailers, no matter how highly anticipated, weren’t able to break into the top 20. The highest scoring trailer is the Jungle Book at slot 25, and perhaps surprisingly, a fair few made it into the bottom scorers.

Here are the bottom 10 scorers… 

Super Bowl ad rankings 

Super Bowl ad rankings

Super Bow ad rankings

Super Bowl ad rankings

Super Bowl ad rankings

Super Bowl ad rankings

Super Bowl ad rankings

Super Bowl ad rankings

Super Bowl ad rankings

Super Bowl ad rankings 
The top 10 this year may be dominated by animals and celebrities, but things get more interesting lower down. See how your favourite ad scored out of the full 2016 Super Bowl rankings.

Feelin’ good – how the top Super Bowl LI ads got the US smiling

With over 112 million Americans watching the Super Bowl, costing at least $5 million USD to place a 30 second spot, it’s little wonder brands are recounting the big plays.

We partnered with the human answers platform, Lucid, to bring you the definitive ranking of the most emotionally engaging videos of Super Bowl 2017. Using Lucid’s Fulcrum marketplace, we tested 84 commercials on over 3000 people in the US.

Realeyes enables brands and agencies to identify how target audiences spontaneously and subconsciously respond to video content, with emotional data, presented not only on a second by second basis, but by an overall EmotionAll® score.

Super Bowl 2017: The Full Rankings


We partnered with data providers Lucid to bring you the definitive ranking of the most emotionally engaging videos of Super Bowl 2017. Using Fulcrum marketplace, we tested over 80 commercials on over 3000 people in the US.

Humor and light-hearted entertainment were winning appraoches among this years crop of commercials – a trend we’ve seen across the past few Super Bowls. At the very top it was a dead heat between Mr Clean and Skittles. The emotion data showed that direct humour was the most effective method for engaging a general population audience.

It’s Beautiful… yeah, but did it work?

Realeyes emotion data for Coca-Cola and Skittles

Super Bowl without a Coke ad is like Wimbledon without rain. As one of the most loved brands in the world, fans now expect it to be entertained by its advertising and, by and large, Coke’s taken it’s Entertainer-In-Chief duty seriously over the years. Roughly a quarter of Americans watch the Super Bowl for the adverts alone. So when Super Bowl comes around, all eyes are on Coke to shine on the world’s biggest, and most expensive, advertising stage.

Ads whose brand DNA triggers emotion, always wins.

Super Bowl Brand DNA

We have all been seeing and hearing so many points of view on Super Bowl advertising. And rightly so. With a 111.5 million captive audience, the Super Bowl is probably the pinnacle of video advertising. This year’s event did not disappoint. Some brands delivered superb entertainment, others provoking politically charged debate.

Skittles and Stella Artois are first on the field at Super Bowl LII

M&Ms SuperBowl LII Commercial Coming Soon


The buzz around upcoming Super Bowl LII commercials is heating up. Brands plan their Super Bowl appearance with military precision: some such as M&Ms have released teasers, while others went even further by producing a teaser for a teaser! Now, that’s creative.

We’ve collected emotional responses of 300 US viewers watching this Skittles teaser using facial coding and emotion recognition technology to gather emotion insights on video performance.