LOS ANGELES, CA, Feb. 03, 2020 (GLOBE NEWSWIRE) — Ace Metrix, the leader in measuring the impact of video creative, tonight released its roundup of standout Super Bowl LIV ads based on several effectiveness measures. Results originate from consumer generated data, where at least 500 US viewers survey each ad. The top ads epitomize the night’s lighthearted tone, with entertaining, celebrity-filled spots seeing the most success across the board.
“The Super Bowl represents the pinnacle of video advertising, but also poses a risk for brands. This year’s Super Bowl ads took a lightweight approach — listening to message-fatigued viewers in a highly polarized society,” said Peter Daboll, Ace Metrix CEO.
He continued, “Additionally, many brands successfully integrated products and celebrity talent into their storylines, creating high entertainment value and memorable product connection — good for the viewer; good for the brand.”
Top Super Bowl LIV Ads Overall
Average Database Score: 540
During Sunday night’s game, the following ads achieved the highest Ace Scores, a composite measure covering a range of effectiveness metrics.
|Rank||Brand||Ad Title||Ace Score|
|1||Hyundai Non-Luxury Auto||Smaht Pahk||738|
|3||Doritos||The Cool Ranch Ft. Lil Nas X & Sam Elliott||684|
|4||Microsoft Hardware||Be The One||682|
Funniest Super Bowl LIV Ads
Based on Ace Metrix’s Funny emotional metric, the ads on this list scored into the Strong signal band, which only 0.8% of all ads achieve.
|1||Cheetos||Can’t Touch This|
|2||Doritos||The Cool Ranch Ft. Lil Nas X & Sam Elliott|
|3 (tie)||Michelob Ultra||Jimmy Works It Out|
|4 (tie)||Little Caesars||Best Thing Since Sliced Bread|
|4 (tie)||Quicken Loans||Jason Momoa Super Bowl Commercial|
Most Heartfelt Super Bowl LIV Ads
Based on Ace Metrix’s Heartfelt emotional metric, most of the ads on this list scored into the Solid signal band, which only 3.4% of all ads achieve. The most heartfelt ad, Google’s “Loretta,” ranked in the Rare band, a spot reserved for the highest caliber of this emotion (just 0.1% of all ads).
|3||New York Life||Love Takes Action|
|4||Kia||Tough Never Quits|
|5||NFL||Inspire Change :60|
|6||Verizon||The Amazing Things 5G Won’t Do|
Most Attention-Grabbing Super Bowl LIV Ads
Average Database Score: 629
|Rank||Brand||Ad Title||Attention Score|
|1||Hyundai Non-Luxury Auto||Smaht Pahk||816|
|2||Doritos||The Cool Ranch Ft. Lil Nas X & Sam Elliott||806|
|6||Walmart||Famous Visitors :60||771|
|7||Procter & Gamble||When We Come Together||765|
|8||Cheetos||Can’t Touch This||761|
Most Likeable Super Bowl LIV Ads
Average Database Score: 606
|Rank||Brand||Ad Title||Likeability Score|
|1||Doritos||The Cool Ranch Ft. Lil Nas X & Sam Elliott||798|
|6||Microsoft Hardware||Be The One||736|
|7||Cheetos||Can’t Touch This||725|
Most Empowering Super Bowl LIV Ads
Derived from Ace Metrix’s Cultural Perception scoring system, the Empower metric quantifies the positive impact of an ad’s message, indicating when viewers find it encouraging, inspiring or motivating. These Super Bowl LIV ads achieved Empowering scores on par with just 1.3% of all ads.
|1||Microsoft||Be The One|
|2||Kia||Tough Never Quits|
|3||NFL||Inspire Change :60|
|5||NY Life||Love Takes Action|
About Ace EMO
Ace Metrix measures the strength of emotional connection in advertising. The proprietary approach quantifies 57 emotions and reactions such as: Heartfelt, Nostalgia, Humor, Authentic, Dishonest, Preachy, and Sexist. Scores are passively derived from voluntary respondent verbatim comments using Natural Language Processing and machine learning analysis. Each of the 57 emotions are evaluated relative to all other ads in the Ace Metrix database, totaling over ten million verbatims.
About Ace Metrix Inc.
Ace Metrix measures ad creative effectiveness based on viewer reaction to video ads, providing the advertising industry an unbiased resource to measure creative impact. Ace Metrix scores every national television and digital ad across 118 categories creating a complete comparative database comprised of over 90,000 ads—Ace Metrix LIVE®. A unique panel of at least 500 consumers, demographically balanced to the U.S. census, scores each ad in the exact same manner. The results are presented on a scale of 1–950, which represents scoring on creative attributes such as Attention, Likeability, Information, Change, Relevance, Desire and Watchability.
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