Facial coding technology highlights best Super Bowl ads for 2016

Emotion measurement technology used to track the facial recognitions of more than 3000 people during the game's advertisements

A new facial coding study has found Doritos, Marmot and Heinz crafted the most engaging ads during the recent US Super Bowl.

The study was conducted by software company, Lucid, and insights platform, Qualtrics, in partnership with Realeyes emotion measurement technology, and tracked the facial reactions of more than 3000 people via Webcams during the advertisements. The companies said 49 facial points were monitored during the game to determine overall levels of engagement.

According to the results, Doritos’ ‘Ultrasound’ scored better than 99.2 per cent of ads ever measured by Realeyes in terms of emotional engagement. Key criteria used included how well the ad grabbed a viewer’s attention, kept it, and left a lasting impression.

The Doritos ‘Ultrasound’ ad scored a 10 for emotional score, 9 for attraction, 10 for retention and 10 for impact.

“The winning Doritos ad bucked the trend by being the only one of this year’s top 10 not to have an animal or celebrity,” commented Realeyes CEO, Mihkel Jaatma. “In what’s been described as a ‘very safe’ year, it divided opinion online ahead of the game while facial tracking showed it evoked above average levels of disgust, particularly in men. However, pushing the boat out certainly paid off.”

In second place was Marmot’s ‘Love the Outside’ ad, which recorded a 98.5 per cent score in terms of all-time ads measured by Realeyes. Third was Heinz’s ‘Wiener Stampede’ ad, with a 97.6 per cent score, fourth place went to Hyundai’s ‘First Date’ and fifth was Skittles’ ‘The Portrait with Steven Tyler’.

The companies said the top nine Super Bowl 50 ads also all scored in the top 10 per cent of ads ever measured.

In contract, the worst score of all Super Bowl 50 ads was for Colgate’s ‘EveryDropCounts’, at 21.6 per cent. PayPal’s ‘There’s a new money in town’ also recorded a poor score of 25.2 per cent.

The trio of companies also said the metric the top 10 ads scored less well on across the board was initial attraction and grabbing the viewer’s attention in the first 8 seconds of the ad. Doritos and T-Mobile were the exceptions, both recording a 9 out of 10 score.

Budweiser and Shock Top ads were also found to resonated the most with younger audiences, while Campbell’s saw the best resonance scores among women aged 30 to 49.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Marketers are driving our innovation ecosystem

The Government's newly released National Innovation and Science Agenda shows that for economic growth to continue within Australia, an 'innovation ecosystem' must be fostered, where new businesses with new ideas are encouraged to grow and flourish. With every company wanting to increase, retain or improve their customers’ experiences, this makes marketing vital to fuelling Australia's ideas boom.

Lee Tonitto

CEO, Australian Marketing Institute

Putting experience design and strategy in the spotlight

​A few years ago, there was lots of chatter about the elusive UX unicorn; a mythical person capable of delivering everything from research to design to development. It became an obsession for the industry, sparking debate about whether this was the metaphor for how unreasonable our expectations of designers had become, while some felt it was what all designers should be aspiring to.

Tracy Brown

Experience design strategy director, DT

Making sense of artificial intelligence

When new trends and technologies burst onto the marketing scene, there’s always a frantic effort to either keep up or provide guidance, especially when serious amounts of money are involved. It happened with social media, it happened with personalisation and big data, and it’s happening now with artificial intelligence.

Phil Whitehouse

Asia-Pacific innovation lead, DigitasLB

This article is brilliant! It is believed that content marketing can connect everybody and will definitely achieve their vision and missi...

Adam Way

Engineers Australia partners with Mahlab on content marketing strategy

Read more

Martech will definitely make everything better especially when it comes to marketing and sales. Any business not comfortable with it shou...

TapAnalytics

Marketo’s CEO talks martech industry consolidation and his enterprise customer ambitions

Read more

You can also try this leads to revenue calculator tool (it's free): https://www.strategic-ic.co.uk...

Fes Askari

​The dangers of misaligning your marketing budget with business goals

Read more

“We wanted to provide was a way for a customer to have a seamless experience as they went across channels,” Marrocco added. “So if your c...

Sarah

​Telstra’s mission to match the offline experience with online customer service

Read more

You have the right to know what happened that made AI possible, after all these years.I discovered and patented statistics on unstructure...

Ilya Geller

Making sense artificial intelligence - Food for thought - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in