A number of companies evaluate the impact of advertising and sell their insights to ad agencies and advertisers. Two such firms assessing this year’s Super Bowl ads are Unruly and Ace Metrix.
California-based Ace Metrix has been analyzing Super Bowl ads since 2010, and shows ads to a group of 500 people representative of the U.S. population. Susie Graham, a vice-president at the company, said its methodology is designed “to reveal viewers’ gut reactions to the ads” through questions about the ad’s likeability and whether they intend to buy the product, as well as open-ended queries.
“We were expecting to see a theme of greater inclusiveness and things we can all agree on in the ads for this year’s game,” said Graham. “And that came from both Pepsi with “a Pepsi for every generation” ad and Coke with its “a Coke for everyone” as well as Kraft’s ad showing different kinds of families.”
Ace Metrix’s Super Bowl ad analysis will be complete by Tuesday, but the company has early results on many ads, including Toyota’s.
Toyota ran three ads in Super Bowl LII, all of them blending the themes of inclusiveness and inspiration.
One of the ads, called “One Team,” focused on religion. Ace Metrix test results show the ad’s “polarity score” wasn’t good: while many people liked the ad, many others did not.
It scored only mid-range marks as well on attention and likeability.
By contrast, as of midnight Sunday, the Toyota ad “Good Odds” was sitting as Ace Metrix’s highest scoring ad of the game. It recreates the life of the Canadian Paralympic skier Lauren Woolstencroft.