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

The real asset of small data – getting granular unearths opportunities

When most marketers use the word ‘data’, what springs to mind are large sets of numbers, Excel spreadsheets, cloud-based IT systems and complicated algorithms. Big data speak is the mot du jour. There is even a big data Week in London called the Festival of Data.

Pip Stocks

CEO and founder, BrandHook

Digital Transformation challenges for CMOs

New problems are rarely fixed by applying old thinking. In the last decade, a combination of circumstances has evolved that requires new thinking from marketers. This new thinking takes advantage of the digital environment and transforms business as we know it.

Mark Cameron

CEO, Working Three

Why innovation requires less certainty and more ambiguity

According to the Knowledge Doubling Theory, the sum total of human knowledge doubles every 12-13 months. With the full evolution of the Internet of Things, it will eventually double every 12 hours. Faced with such a sea of shifting data and knowledge, how can we make progress if we try to nail everything down to a certainty?

Matt Whale

Managing director, How To Impact

Need to improve your customer journey? We're excited to announce that we are holding that we are holding two more sessions of our sellout...

Proto Partners

Customer journeys: The new differentiation battlefield - Customer insights - CMO Australia

Read more

Thanks Mark. A third of customers leave brands after one negative experience, thats why it is ever so important that we optimise EVERY in...

Proto Partners

Customer journeys: The new differentiation battlefield - Customer insights - CMO Australia

Read more

Hi Kyle -- great piece. I couldn't agree with you more when you say that we as marketers are in the business of choice. I actually wrot...

Matthew Willcox

Tapping behavioural science for consumer influence

Read more

Great points. When it comes to optimizing the app experience, making sure you collect rich usage data is important, but making sure you c...

Dustin Amrhein

Why app engagement must be personalised - Mobile strategy - CMO Australia

Read more

You can also use automation to help keep the contact database nice and tidy. For example, programs that check and fix database values (eg...

automatico

3 brands using marketing automation for more than just email

Read more

Latest Podcast

More podcasts

Sign in