What You Need to Know
- Super Bowl ads released pre-game outperformed those released on game day by 25% based on level of creative attention.
- Early-released ads scored an average attention Quality Score of 5.2 out of a possible 10, versus 3 for all the ads.
- Ads that ran for the first time on Super Bowl Sunday versus those that were teased in advance had a 25% higher estimated cost per quality exposure because of lower performing creative.
What You Need to Do
- Release your ads early. The best way to protect and gain ROI on such a large investment is to build buzz through early release and iteration. We have witnessed higher attention for ads released in advance for three years in a row.
- Test even if you release early. If your teaser is performing poorly, there’s a good chance the full ad will produce similar results. Testing enables you predict in-market performance and fix creative issues before the highly anticipated pre-game window.
- Test for the right celebrities. The top ads almost always include celebrities and humorous scripts. However, one of the lowest performing ads had four big celebrities in it. Different celebrities in different scenarios can make a big difference.
Humor Drives Winners on Attention
Ads that embraced humor and incorporated celebrities outperformed the rest
Disney+’s “Has All the GOATs” starring Awkwafina and NFL’s Bring Down the House, featuring the likeness of dozens of NFL players, both scored a Quality Score (QS) of 8.
Additionally, GOATs had a qCPM (an estimated effective cost of one thousand quality attentive media exposures derived from a nominal cost of $10) of $12.68 and NFL had a qCPM $14.14. This made their creative among the most efficient in capturing the attention value from the $6.5 million average cost per placement.
Rounding out the top three was the Kevin Hart-starring Sam’s Club’s “VIP,” which we accurately predictedwould be among the top ads when we studied pre-released ads and teasers last week. It received a 7 QS and qCPM of $13.19.
Top Three Ads
| Brand | Creative | Quality Score | Capture | Retain | Encode | Creative Efficiency | qCPM |
|---|---|---|---|---|---|---|---|
| Disney+ | Has All the GOATs | 8 | 5.9 | 26% | 70.2 | 79% | $12.68 |
| NFL | Bring Down The House | 8 | 6.1 | 24% | 65.9 | 71% | $14.14 |
| Sam's Club | VIP | 7 | 5.1 | 28% | 70.0 | 76% | $13.19 |
The ad that was among those that produced the most game-day and next day chatter: Coinbase’s QR code ad that mimicked the bouncing icon of a DVD screensaver. However, our PreView data found it had among the highest level of distraction and did not score among the top half of ads. For a target audience it hit, but underwhelmed the overall audience.
Realeyes Super Bowl LVI Pre-Game Creative Attention Report
Early-release ads 2022 versus prior years
2020 – 2022 U.S. General Population
| Year | Flight | Quality Score | Capture | Retain | Encode | Creative Efficiency | qCPM |
|---|---|---|---|---|---|---|---|
| 2022 | All Ads | 4.3 | 4.9 | 15% | 47.4 | 42% | $28.82 |
| 2022 | Released Early | 5.7 | 4.6 | 21% | 88.2 | 56% | $19.29 |
| 2021 | All Ads | 4.5 | 4.7 | 19% | 45.2 | 45% | $27.53 |
| 2021 | Released Early | 4.8 | 5.1 | 19% | 35.5 | 47% | $25.34 |
| 2020 | All Ads | 4.3 | 4.2 | 19% | 57.8 | 44% | $26.87 |
| 2020 | Released Early | 5.0 | 4.5 | 17% | 69.1 | 49% | $22.84 |
How In-Game Ads Underperformed
Despite the promising scores of the pre-released ads and teasers, this year’s ads underperformed previous years. Here’s three reasons why:
- High volume categories scored low. There were several automotive and entertainment ads, and they were among the lowest performing with respective Quality Scores of 3.1 and 3.6.
- Few top performers and a glut of low performers. Only seven ads scored higher than 7, whereas there were 24 that scored 3 or below. The top ads performed very well, but there were too many ads that did not resonate.
- Lack of Emotion and Retention. Ads released during the Super Bowl failed to capture the same emotional response as those released early. The Encode score, which measures emotional response, dropped from 88.2 for the teasers and early released ads to 46.4 for the full suite of ads. This year’s crop of ads also had the lowest retention of attention of any previous years.
Ads That Were Teased in Advance
| Creative | Teaser | Full | |
|---|---|---|---|
|
Sam’s Club - VIP | 9 | 7 |
|
Michelob - Welcome to Superior Bowl | 7 | 6 |
|
Rakuten - Evil Laugh | 5 | 6 |
|
Budweiser - Journey | 6 | 5 |
|
Booking.com - Idris Elba says thing | 5 | 5 |
|
Irish Spring - Welcome to Irish Spring | 4 | 4 |
|
Lays - Ft Seth Rogen & Paul Rudd | 5 | 3 |
When the preview scores from the final ads differed, it’s likely attributed to audiences being excited for the celebrities, but not the ultimate ad creative. For example, people were excited to see popular comedians Seth Rogen and Paul Rudd together, but the final ad may have needed different creative direction.
| Brand | Creative | Quality Score | Creative Efficiency | qCPM |
|---|---|---|---|---|
| Disney+ | Has All the GOATs |
8 |
78.9% | $12.7 |
| NFL | Bring Down the House |
8 |
70.7% | $14.1 |
| Sam's Club | VIP |
7 |
75.8% | $13.2 |
| Doritos | Push It Flamin' Hot |
7 |
71.3% | $14.0 |
| Bud Light Seltzer | Land of Loud Flavors |
7 |
68.7% | $14.5 |
| Jurassic World | Jurassic World 3 Trailer |
7 |
62.1% | $16.1 |
| Intuit | QuickBooks and Mailchimp |
7 |
58.8% | $17.0 |
| Salesforce | The New Frontier Salesforce |
6 |
65.6% | $15.25 |
| Michelob Ultra | Welcome to Superior Bowl |
6 |
60.9% | $16.42 |
| Intuit | QuickBooks and Mailchimp |
6 |
58.8% | $17.0 |
| Hologic | Hologic Ft. Mary J. Blige |
6 |
58.8% | $17.0 |
| Uber Eats | Don't Eats |
6 |
58.8% | $17.0 |
| Caesars Sportsbook | Dinner |
6 |
56.7% | $17.64 |
| Verizon | Goodbye Cable 5G Internet Verizon |
6 |
56.7% | $17.64 |
| NBC | Comedy Big Laughs |
6 |
54.5% | $18.33 |
| Moon Knight | Moon Knight Movie Trailer |
6 |
53.6% | $18.65 |
| Rakuten | High Stakes |
6 |
45.0% | $22.22 |
| T-Mobile | Zach Braff and Donald Faison Sing a Duet for Home Internet |
6 |
44.7% | $22.36 |
| eToro | Flying Your Way |
6 |
43.1% | $23.18 |
| Chevrolet | The First |
5 |
56.4% | $17.73 |
| Meta | Old Friends. New Fun |
5 |
55.2% | $18.12 |
| LifeLock | Lifelock Protect Your Identity |
5 |
54.1% | $18.48 |
| Budweiser | Journey |
5 |
52.3% | $19.14 |
| FTX | Don't Miss Out |
5 |
51.0% | $19.61 |
| WeatherTech | Special Ops Fit Crew |
5 |
50.1% | $19.97 |
| Booking.com | Idris Elba says things |
5 |
48.5% | $20.62 |
| Taco Bell | The Grande Escape |
5 |
48.3% | $20.72 |
| HBO Max | Wining Time |
5 |
44.9% | $22.25 |
| Amazon Alexa | Amazon’s Big Game Commercial Mind Reader |
5 |
43.4% | $23.06 |
| E-Trade | Baby |
5 |
43.1% | $23.18 |
| Hellmann's | Hellmann’s Mayo Tackles Food Waste |
5 |
41.6% | $24.02 |
| Greenlight | “I’ll Take It” |
5 |
41.3% | $24.20 |
| Cue | Meet Cue |
5 |
38.4% | $26.06 |
| Planet Fitness | Lindsay |
5 |
35.0% | $28.59 |
| Turkish Airlines | Pangea – Turkish Airlines |
4 |
49.4% | $20.26 |
| Polestar | No Compromises |
4 |
46.1% | $21.71 |
| Rocket Mortgage | Dream House with Anna Kendrick and Barbie |
4 |
46.0% | $21.72 |
| Samuel Adams | Sam Adams SuperBowl 2022 |
4 |
43.2% | $23.14 |
| Sleep Number | Bed Commercial Super |
4 |
42.4% | $23.58 |
| Pringles | Pringles Stuck In 30 |
4 |
41.4% | $24.18 |
| T-Mobile | Help 5G Phones |
4 |
40.1% | $24.97 |
| AMC + | AMC + |
4 |
38.1% | $26.26 |
| Wallbox | Supercharged Seth |
4 |
38.1% | $26.27 |
| Cutwater | Here’s to the Lazy Ones |
4 |
36.9% | $27.13 |
| NOPE | Movie Trailer |
4 |
36.2% | $27.63 |
| General Motors | Dr. EV-il #EVerybodyIn |
4 |
36.0% | $27.81 |
| Gillette | Easy Shave |
4 |
35.8% | $27.95 |
| Telemundo | Gooaaal |
4 |
32.0% | $31.29 |
| Toyota | Start Your Impossible Brothers |
4 |
30.3% | $33.01 |
| Irish Spring | Welcome to Irish Spring |
4 |
29.1% | $34.32 |
| Bud Light | Zero In The Way Of Possibility |
4 |
24.9% | $40.21 |
| Crypto.com | The Moment of Truth Crypto.com |
3 |
39.8% | $25.14 |
| Peacock | WrestleMania 38 Super Bowl commercial |
3 |
37.7% | $26.50 |
| BMW | Zeus & Hera BMW USA (Official Video) |
3 |
33.5% | $29.87 |
| Lay's | Starring Seth Rogen and Paul Rudd |
3 |
33.3% | $30.07 |
| Michelob Ultra | Superior Bowl Caddy |
3 |
32.8% | $30.49 |
| Peacock | Joe vs Carole |
3 |
31.4% | $31.87 |
| Squarespace | Sally's Seashells |
3 |
31.2% | $32.09 |
| Universal Parks | Jurassic World |
3 |
29.6% | $33.84 |
| Netflix | The Adam Project Trim |
3 |
27.5% | $36.40 |
| Turbotax | Matchmaker |
3 |
25.8% | $38.72 |
| Avocados From Mexico | Always Good |
2 |
26.5% | $37.76 |
| Carvana | Oversharing Mom |
2 |
26.1% | $38.34 |
| Expedia | Starring Ewan McGregor |
2 |
25.0% | $40.02 |
| Amazon Prime | The Rings of Power |
2 |
23.2% | $43.12 |
| Coinbase | Ad Meter 2022 |
2 |
22.5% | $44.51 |
| T-Mobile | 5G Phones Song |
2 |
22.2% | $44.98 |
| Google Pixel | Real Tone |
2 |
22.0% | $45.55 |
| Oikos | Oikos Strong |
2 |
20.9% | $47.94 |
| Nissan | Nissan Presents Thrill Driver |
2 |
17.0% | $58.84 |
| NBC | Renee Zellweger Stars in NBC’s The Thing About Pam |
2 |
16.4% | $60.91 |
| Kia | Electric Kia EV6 |
2 |
14.9% | $67.34 |
| NFL | We Believe It Takes All of Us |
1 |
21.4% | $46.68 |
| Toyota | The Joneses |
1 |
10.8% | $92.40 |
| DraftKings | Fortune Life's a Gamble |
1 |
7.4% | $135.85 |
Methodology & Definitions
- Quality Score: a composite metric reported on a scale of 0-10 and measures a video’s ability to perform in market. It includes three critical elements: Capture, Retain and Encode.
- Capture: Ability to capture audience attention in the first few seconds.
- Retain: Ability to retain the audience throughout the ad.
- Encode: Ability to encode the brand message into the brain through emotional engagement.
- qCPM: An estimated cost of one thousand quality media exposures based on Capture, Retain and Encode performance, and derived from a nominal cost of one thousand impressions (CPM).
Creative Efficiency: The extent to which a creative captures the full value of a nominal CPM based on attentional scores; calculated by dividing a video creative’s CPM by its qCPM.
