Of course, people tune in for the Super Bowl to watch the football action. But more and more, it’s the ads that are drawing attention.
Now comes interesting data from Ace Metrix, a leader in measuring the impact of television and digital video advertising. The company’s latest research on the most emotionally moving ads of Super Bowls past is well-timed: days before the big game on Sunday, February 5.
“While pundits, pollsters, and bloggers annually predict and post-mortem their “best ads” lists, Ace Metrix examined actual viewer response to ads that aired each Super Bowl (SB) since 2010 (the last seven games) to uncover the ads that U.S. viewers found most heartwarming, inspirational, and humorous, and in contrast, least relatable,” says the Ace Metrix team.
“Everybody seems to publish a list of Best Super Bowl Ads, yet most are merely opinion of the respective authors or a ‘show of hands’ from a small focus group,” explained Peter Daboll, the CEO of Ace Metrix. “Using advanced NLP and analytic techniques, we are able to take a different approach and scientifically derive emotional scores based on actual reaction among at least 500 unique viewers of each ad.”
The winners are — naturally — emotionally evocative.
“Our data has repeatedly shown that these emotionally evocative ads, whether hilarious, heartwarming, or inspiring, simply work. They grab our attention and create a bond with the advertised brand that lasts far beyond the :30 or :60 message – and importantly to the advertisers, influences our behavior,” added Daboll.
Most importantly for brands, in an era companies seek to stand for something beyond themselves, many ads stand out.Most Inspiring Super Bowl Ads
Ace Metrix data revealed that 2015 was a year advertisers took to rousing the Super Bowl viewers.
“Microsoft snared three of the top five most inspirational spots by showing us how technology can empower. Procter & Gamble connected by turning a colloquialism on its head, and Toyota relied on the great Muhammad Ali and Paralympic Amy Purdy to spur us to overcome.”
Funny works, too.
“Frito-Lay’s groundbreaking crowdsourced “Crash the Super Bowl” contest (which ran for ten years beginning in 2006), took full advantage of fan talent, and produced all five of the funniest Super Bowl ads (and reportedly doled out over $7 million to the ads’ lay creators),” notes the company. “Frequently occurring words and phrases (from viewer surveys) include “funny,” “very funny,” “laugh out loud,” and “humorous.”