What was the most effective Super Bowl ad? The spot most likely to have the biggest impact on brand and business metrics was Google’s tearjerker “Loretta,” according to video ad tech company Unruly, followed by Cheetos’ “Can’t Touch This” and New York Life’s “Love Takes Action.” Jeep’s “Groundhog Day” was most likely to make people laugh.
Unruly, recently acquired By Tremor International, ranked all of the big ads from this year’s Super Bowl using its proprietary metric UnrulyEQ, a composite score based on a campaign’s ability to not only engage consumers, but also drive brand metrics such as brand favorability and purchase intent.
Most Effective Ads Of Super Bowl LIV Compiled by Unruly:
|
Rank
|
Brand
|
Campaign
|
EQ score (out of 10)
|
Intense emotional engagement (%)
|
|
1.
|
Google
|
6.5
|
49%
|
|
|
2.
|
Cheetos
|
6.1
|
38%
|
|
|
3.
|
NYLIC
|
6.0
|
47%
|
|
|
4.
|
Doritos
|
5.9
|
39%
|
|
|
5.
|
WeatherTech
|
5.8
|
42%
|
|
|
6.
|
Microsoft
|
5.7
|
47%
|
|
|
7.
|
JEEP
|
5.5
|
44%
|
|
|
8.
|
T-Mobile
|
5.5
|
39%
|
|
|
9.
|
Snickers
|
5.5
|
34%
|
|
|
10.
|
Hyundai
|
5.5
|
32%
|
|
|
US Norm
|
5
|
31%
|
Google’s ad finished top after half of viewers (49%) had an intense emotional response to the content, 58% more intense than the average US ad and the highest of any ad tested.
JEEP’s “Groundhog Day”, which sees Bill Murray reprising his role in the iconic 90s movie, was the ad most likely to make people laugh, with 21% of viewers finding the content funny — more than 5 times funnier than the average US ad. It was also the Super Bowl ad most likely to make people happy, with a quarter of viewers (25%) admitting the content made them smile.
Methodology
Unruly analyzed the emotional responses of more than 2,500 US consumers to 40 ads aired during Super Bowl LIV using its content measurement tool, UnrulyEQ. The results were then compared to Unruly’s database of thousands of ads. Ads with the same EQ scores are ranked by how much intense emotional engagement they generated. The average UnrulyEQ ranking for US ads is 5.0.
