LOS ANGELES – Ace Metrix, the leader in measuring the impact of television and digital advertising, released the results for top performing ads from Super Bowl LII. Steering clear of divisive, political statements, many brands opted to deliver universal truth messaging, whether it was about a charitable cause, the significance of first responders, or the importance of family. While brands played it safe this year compared to last, ads were still seen as attention grabbing and likeable by many.
“Many brands opted for a humorous approach. There are also several message-forward ads promoting philanthropic causes and positioning themselves as brands that stand for something”
“This year’s crop of Super Bowl ads represented a variety of advertisers and messaging, and a break from last year’s heavy and political commentary,” said Peter Daboll, Ace Metrix, CEO. “Many brands opted for a humorous approach. There are also several message-forward ads promoting philanthropic causes and positioning themselves as brands that stand for something,” He continued, “As with all Super Bowls, there are also some flubs– ads that just didn’t hit the mark and despite such high reach may have missed an opportunity.”
Super Bowl LII’s Top Breakthrough Ads:
In a game where every brand is fighting for Attention, these brands pulled off an impressive feat achieving the highest combined score for Attention, and more importantly, Likeability. Celebrities, humor, and message-forward ads dominate the Top 10 Breakthrough Ads.
Toyota delivered the Top Breakthrough Ad this year with its powerful storytelling and emotionally charged “Good Odds.” Not only receiving the highest scores in Attention and Likeability, it also received the highest Information score for a Super Bowl ad since 2010. With one of the lowest polarity scores in this year’s Super Bowl, Toyota was able to appeal to a broad audience.
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Funniest Super Bowl LII Ads:
Danny DeVito does not look very appetizing, but viewers found him very funny, putting M&M’s at the top of our Funny list. Viewers laughed along with perhaps the most re-watchable ad of the game as Eli Manning and Odell Beckham Jr. gave us a preview of touchdown dances to come next season. While brands kept the humor light, they still managed to bring the LOL’s.
Mountain Dew &
For a detailed analysis of these ads and additional lists, you can read the full blog post on our website, here.
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 ad, and an expanding proportion of digital ads, 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.
Ace Metrix provides data and insight to enable marketers and creative teams to produce more impactful work, test and adjust creative executions in real-time, and understand what creative drivers impact their brand KPIs. The Company is privately held and is backed by leading venture capital firms and industry leaders including Hummer Winblad Venture Partners, Palomar Ventures, Leapfrog Ventures and WPP.
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