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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

More Brand Posts

What are Chris Riddell's qualifications to talk about technology? What are the awards that Chris Riddell has won? I cannot seem to find ...

Tareq

Digital disruption isn’t disruption anymore: Why it’s time to refocus your business

Read more

Enterprisetalk

Mark

CMO's top 10 martech stories for the week - 9 June

Read more

Great e-commerce article!

Vadim Frost

CMO’s State of CX Leadership 2022 report finds the CX striving to align to business outcomes

Read more

Are you searching something related to Lottery and Lottery App then Agnito Technologies can be a help for you Agnito comes out as a true ...

jackson13

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Thorough testing and quality assurance are required for a bug-free Lottery Platform. I'm looking forward to dependability.

Ella Hall

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Blog Posts

Marketing prowess versus the enigma of the metaverse

Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.

Liz Miller

VP, Constellation Research

Why Excellent Leadership Begins with Vertical Growth

Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?

Michael Bunting

Author, leadership expert

More than money talks in sports sponsorship

As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.

Simone Waugh

Managing Director, Publicis Queensland

Sign in