25
Emotional Arousal 0 - 39 40 - 59 60 - 100 0 - 39 40 - 79 80 - 100 Attention Score + Rational Metrics Vs. Norm Between Stimuli Letters Performance Scale Significant Differences
Emotional Arousal
0 - 39 40 - 59 60 - 100
0 - 39 40 - 79 80 - 100Attention Score + Rational Metrics
Vs. Norm
Between StimuliLetters
Performance Scale
Significant Differences
Emotional Arousal
0 - 39 40 - 59 60 - 100
0 - 39 40 - 79 80 - 100Attention Score + Rational Metrics
Vs. Norm
Between StimuliLetters
Performance Scale
Significant Differences
Stimuli Tested
CARS BEVERAGES INFLUENCERS SNACKS NEW TO SUPER BOWLFINANCIAL SERVICES
Emotional Arousal
0 - 39 40 - 59 60 - 100
0 - 39 40 - 79 80 - 100Attention Score + Rational Metrics
Vs. Norm
Between StimuliLetters
Performance Scale
Significant Differences
Eye TrackingAttention and Eye Fixations
Facial CodingReactions and Emotions
Content TaggingAudio, Visual, Areas of Interest
+ Survey Scores
100% OPT INPrivacy compliance
NO HARDWAREThrough any device with a frontal webcam
+ Performance integrations
Our Methodology
Emotional Arousal
0 - 39 40 - 59 60 - 100
0 - 39 40 - 79 80 - 100Attention Score + Rational Metrics
Vs. Norm
Between StimuliLetters
Performance Scale
Significant Differences
DATA COLLECTION STIMULI TESTED
600Consumers tested at home* Via online recruitment
COUNTRY
24Videos
US
+48Minutes of content
+69,000Analyzed Frames
Demographics
GENDER AGE ETHNICITY
MALE FEMALE
49% 51%
18-24 y.o. 25-35 y.o 36-50 y.o
24%
48%
28%
Emotional Arousal
0 - 39 40 - 59 60 - 100
0 - 39 40 - 79 80 - 100Attention Score + Rational Metrics
Vs. Norm
Between StimuliLetters
Performance Scale
Significant Differences
Facial Coding
Emotional Arousal
0 - 39 40 - 59 60 - 100
When and how much participants deviate from their neutral emotional state
Eye Tracking
Attention Score
0 - 39 40 - 79 80 - 100
How much attention the participants are giving when consuming the content
Survey
Brand RecallProbability of participants to recall the brand
AttractivenessParticipants level of attractiveness
Purchase IntentionProbability of participants to purchase the product (Top 2 boxes)
Virality ScaleEnjoyment, message clarity, relevancy, originality, credibility, and differentiator.
Content Attributes
Music, Graphics/Images, Message, Story, Duration, Characters & Typography
0 - 39 40 - 79 80 - 100
PerformanceScales
2.
Emotional Arousal
0 - 39 40 - 59 60 - 100
0 - 39 40 - 79 80 - 100Attention Score + Rational Metrics
Vs. Norm
Between StimuliLetters
Performance Scale
Significant Differences
General Results3.
General Results3.
Emotional Arousal
0 - 39 40 - 59 60 - 100
0 - 39 40 - 79 80 - 100Attention Score + Rational Metrics
Vs. Norm
Between StimuliLetters
Performance Scale
Significant Differences
CHIPS NEW TO SUPER BOWLFINANCIAL SERVICES
Appearance of celebrities / fantasy
Humor Storytelling StorytellingSensations/ feelingsgenerated
Relevance Humor Relevance Storytelling
CARS BEVERAGES INFLUENCERS
StorytellingSensations/ feelingsgenerated
Relevance Humor Storytelling HumorSensations/ feelingsgenerated
StorytellingRelevance
What elements make a Super Bowl Ad special?*Participant answers prior to viewing Ads
Emotional Arousal
0 - 39 40 - 59 60 - 100
0 - 39 40 - 79 80 - 100Attention Score + Rational Metrics
Vs. Norm
Between StimuliLetters
Performance Scale
Significant Differences
What elements make a Super Bowl Ad special?
STORYTELLING1
HUMOR2
RELEVANCE3
*Frito Lay TOP emotional scene
What elements make a Super Bowl Ad special?*Participant answers prior to viewing Ads
BIO
MET
RIC
PERF
ORM
AN
CE
RATIONAL PERFORMANCE
HIGHPerformance
LOWPerformance
0.8
1.20.8
1.2
MARKET
IQ
Ads VS Market IQ
5
4
1
3
2
78
6
12
9
11
10
14
16
15
13
22
23
21
24
20
17
18
19
1 2 3 4 5 6 7 8
9 10 11 12 13 14 15 16
17 18 19 20 21 22 23 24
1 2
3 4
5 6
7 8
9 10
11 12
13 14
15 16
17 18
19 20
21 22
23 24
BIO
MET
RIC
PERF
ORM
AN
CE
RATIONAL PERFORMANCE
HIGHPerformance
LOWPerformance
0.8
1.20.8
1.2
MARKET
IQ
Ads VS Market IQ
4
1
3
2
78
6
12
9
11
10
14
16
15
13
22
23
21
24
20
17
18
19
1 2 3 4 5 6 7 8
9 10 11 12 13 14 15 16
17 18 19 20 21 22 23 24
1 2
3 4
5 6
7 8
9 10
11 12
13 14
15 16
17 18
19 20
21 22
23 24
MARKET
IQ 5
Storytelling that incrementally rises emotional connection is the key to high performance
LOW AVG HIGHPERFORMANCE SCALE
SIGNIFICANT DIFFERENCEVs. Norm
Most top performing Ads had average emotional arousal at the beginning, but as exposure time and storytelling develops,
emotional arousal levels trend upwards. This pattern is consistent with high performance, but in some cases, a loose closing
of 5 seconds could affect the build up engagement (ie. Toyota Ad) and impact key scenes were heavy branding is happening.
8 % 13 %
Cheetos
13 %
Doritos
11 %
Fritolay
11 %
Budlight
11 %
Turbotax
15 %
Toyota
-2 %
W I T H O U TFINAL 2 S E C O N D S
Key Emotional Arousal Increment
Emotional Arousal Variation AVG
INCLUDINGFINAL 4 S E C O N D S
LOW AVG HIGHPERFORMANCE SCALE
SIGNIFICANT DIFFERENCEVs. Norm
Cheetos Video Play Toyota Video Play
LOW AVG HIGHPERFORMANCE SCALE
SIGNIFICANT DIFFERENCEVs. Norm
Successful integration between product and story significantly increases Brand Relevance.
Integrating the product within the story increases Brand Visualizations and Relevance. Good examples of this are Bud Light and Frito Lay.
Frito Lay had one of the highest scores in the branding and engagement metrics. Pepsi had some of the lowest scores, likely due to the low
brand exposure and passive integration of the brand with the story.
88PTS
Attractiveness
77PTS
A V E R A G E
87PTS
Enjoyment
79PTS
A V E R A G E
87 PTS
Fit with the brand
77 PTS
A V E R A G E
87 PTS
Story
78 PTS
A V E R A G E
Key Brand/Product Integration Scenes
LOW AVG HIGHPERFORMANCE SCALE
SIGNIFICANT DIFFERENCEVs. Norm
Frito Lay Video Play Pepsi Video Play
LOW AVG HIGHPERFORMANCE SCALE
SIGNIFICANT DIFFERENCEVs. Norm
Content Virality is correlated to Ads that achieve and maintain high positive emotional spikes Ads with predominantly positive emotions are correlated with high scores on the Virality Scale, with Enjoyment and
Originality being particularly important. Samuel Adams is a great example, it has the highest virality scale score, which ended
up as the best Ad tested in terms of Youtube Comments and Engagement
“This was my favorite superbowl commercial from last night. Quick and funny”“A beer company that still has a sense of humor”“very clever... definitely a surprise ending. Thanks for the laugh!”
85PTS
Originality
84PTS
Virality Scale
87PTS
Enjoyment
Youtube Key Comments Extract
Key Emotional Arousal Increment
LOW AVG HIGHPERFORMANCE SCALE
SIGNIFICANT DIFFERENCEVs. Norm
Samuel Adams Video Play
Emotional Arousal
0 - 39 40 - 59 60 - 100
0 - 39 40 - 79 80 - 100Attention Score + Rational Metrics
Vs. Norm
Between StimuliLetters
Performance Scale
Significant Differences
High PerformanceVideos
4. High Performance
Videos
4.
Emotional Arousal
0 - 39 40 - 59 60 - 100
0 - 39 40 - 79 80 - 100Attention Score + Rational Metrics
Vs. Norm
Between StimuliLetters
Performance Scale
Significant Differences
Night Before Super Bowl
DisgustedHappy Surprise Confused Angry
Best Metric
87 PTS
Virality Scale
H I G H
Worst Metric
77 PTS
Duration
L O W
86 %
Attention Score
A V G
Emotional Impact
83 %
Emotional Arousal Variation
H I G H
HAPPY
Most Impactful Emotion
P O S IT I V E
VISUAL & EMOTIONAL IMPACT
Frito Lay was the best Super Bowl Ad from the 24 tested. The virality scale metrics are significantly higher than the average and the high emotional impact combines perfectly with the transmission of the message. One suggested improvement is to shorten the length of the video as attention scores are at medium levels.
KEY LEARNING
Most emotionally impacting moment.
Chips
“This is a masterpiece”“LOL that was a really cute video. I will definitely have all of those chips at my house.”“Thank you for making us smile”“I love this commercial, it brought a big smile to my face!”
SOCIAL MEDIA COMMENTS
Emotional Arousal
0 - 39 40 - 59 60 - 100
0 - 39 40 - 79 80 - 100Attention Score + Rational Metrics
Vs. Norm
Between StimuliLetters
Performance Scale
Significant Differences
Horses
DisgustedHappy Surprise Confused AngryVISUAL & EMOTIONAL IMPACT
This Ad stands out with a fun story that ends with a peak of significant and sustained happiness level. Samuel Adams was able to engage with participants in a comical way. From all beverage Ads tested, this Ad is the one that has the strongest impact on the perception of the brand. There is an opportunity for improvement in terms of logo visibility (45%), which could help improve brand awareness.
KEY LEARNING
Most emotionally impacting moment.
Beverages
Best Metric
86 PTS
Story
H I G H
Worst Metric
79 PTS
Music
L O W
77 %
Brand Recall
A V G
Emotional Impact
8 %
Emotional Arousal Variation
H I G H
HAPPY
Most Impactful Emotion
P O S I TI V E
“This was my favorite superbowl commercial from last night. Quick and funny.”“A beer company that still has a sense of humor.”“very clever... definitely a surprise ending. Thanks for the laugh!”
SOCIAL MEDIA COMMENTS
Emotional Arousal
0 - 39 40 - 59 60 - 100
0 - 39 40 - 79 80 - 100Attention Score + Rational Metrics
Vs. Norm
Between StimuliLetters
Performance Scale
Significant Differences
Jessica Long’s story
DisgustedHappy Surprise Confused AngryVISUAL & EMOTIONAL IMPACT
Toyota launched a very emotional Super Bowl Ad. It achieved one of the highest emotional connections. It stands out with high emotional picks like ‘Surprise’ and ‘Happiness’. The Ad could improve its Messaging and Brand Placement to increase the Identification and Relevance.
KEY LEARNING
Most emotionally impacting moment.
Cars
Best Metric
53 PTS
Emotional Arousal
H I G H
Worst Metric
44 %
Identification
A V G
67 PTS
Message Relevance
A V G
Emotional Impact
-2 %
Emotional Arousal Variation
A V G
SURPRISED
Most Impactful Emotion
P O S I T I V E
“I’ve never been more moved than watching that Toyota Ad.”“What a powerful message for LIFE!”“I’ve always love Toyota but I love them more after this.”“So inspiring. Crying right now, thank you for making this.”
SOCIAL MEDIA COMMENTS
Emotional Arousal
0 - 39 40 - 59 60 - 100
0 - 39 40 - 79 80 - 100Attention Score + Rational Metrics
Vs. Norm
Between StimuliLetters
Performance Scale
Significant Differences
Flat Matthew
DisgustedHappy Surprise Confused AngryVISUAL & EMOTIONAL IMPACT
Doritos presented a high emotional impact and engaging story but average levels of message transmission, which impacts Ad Relevance. Angry emotions ticks up when Matthew McConaughey is in the vending machine which makes sense as part of the story.
KEY LEARNING
Most emotionally impacting moment.
Chips
Best Metric
51 PTS
Arousal
H I G H
Worst Metric
75 %
Message Statements
L O W
78 PTS
Message Relevance
A V G
Emotional Impact
13 %
Emotional Arousal Variation
H I G H
ANGRY
Most Impactful Emotion
N E G A T I V E
“This is how you make an ad people want to watch. Good job Doritos! I'll be trying these just because of this.”“This was one of those commercials that stood out to me during this year’s Super Bowl!”“Well that was one minute of my life I’ll never get back”
SOCIAL MEDIA COMMENT
Emotional Arousal
0 - 39 40 - 59 60 - 100
0 - 39 40 - 79 80 - 100Attention Score + Rational Metrics
Vs. Norm
Between StimuliLetters
Performance Scale
Significant Differences
It wasn’t me
DisgustedHappy Surprise Confused AngryVISUAL & EMOTIONAL IMPACT
Cheetos did well by including celebrities, engaging music and a story that is highly relatable. This attributes helped to build a strong emotional engagement. Regarding message, there are some areas of opportunity to increase relevance of the Ad and be more clear about the main message that it conveys.
KEY LEARNING
Most emotionally impacting moment.
Chips
Best Metric
85 PTS
Famous Character
H I G H
Worst Metric
80 PTS
Message Perception
A V G
78 PTS
Message Relevance
A V G
Emotional Impact
13 %
Emotional Arousal Variation
H I G H
HAPPY
Most Impactful Emotion
P O S I T I V E
“This is a collab I never knew I wanted”“Actually looked up this commercial, so I could see the whole thing, absolutely legendary. Like DAMN Totally Hilarious”“Mila Kunis, Ashton Kutcher and Shaggy were amazing, best ad of SB 55!”
SOCIAL MEDIA COMMENT
Emotional Arousal
0 - 39 40 - 59 60 - 100
0 - 39 40 - 79 80 - 100Attention Score + Rational Metrics
Vs. Norm
Between StimuliLetters
Performance Scale
Significant Differences
The experts are coming
DisgustedHappy Surprise Confused AngryVISUAL & EMOTIONAL IMPACT
TurboTax was the best Ad in the financial services category. Their message was communicated well, as it was easy to understand and contained relevant information. Overall, it had an emotional connection with participants, but brand performance was average with room for improvement.
KEY LEARNING
Most emotionally impacting moment.
FINANCIAL SERVICES
Best Metric
83 PTS
Message
H I G H
Worst Metric
49 %
Brand Appeal(IMPROVED MY OPINION)
L O W
79 PTS
Attractiveness
A V G
Emotional Impact
11 %
Emotional Arousal Variation
H I G H
SURPRISED
Most Impactful Emotion
P O S I T I V E
“Big A this Ad slaps”
SOCIAL MEDIA COMMENT
Emotional Arousal
0 - 39 40 - 59 60 - 100
0 - 39 40 - 79 80 - 100Attention Score + Rational Metrics
Vs. Norm
Between StimuliLetters
Performance Scale
Significant Differences
Legends
DisgustedHappy Surprise Confused AngryVISUAL & EMOTIONAL IMPACT
An Ad that brings an engaging story that combines characters from previous commercials to solve an everyday problem. An easy connection between the product / brand and the story. In addition, the emotions that it is provoking in the participants make this Ad one of the best performers.
KEY LEARNING
Most emotionally impacting moment.
Beverages
Best Metric
83 PTS
Fit with the brand
H I G H
Worst Metric
75 %
Message Statements
L O W79 PTS
Duration
A V G
Emotional Impact
11 %
Emotional Arousal Variation
H I G H
CONFUSION
Most Impactful Emotion
N E G A T I V E
“I like how they added in the Bud Light football players at 0:28 Now I wish Budweiser did the Bud Bowl again for next year”“This was also a fantastic commercial, old faces helping out, now that’s real folks of genius.”
SOCIAL MEDIA COMMENT
Emotional Arousal
0 - 39 40 - 59 60 - 100
0 - 39 40 - 79 80 - 100Attention Score + Rational Metrics
Vs. Norm
Between StimuliLetters
Performance Scale
Significant Differences
Cristina de la Peñ[email protected]
www.synapbox.com
@synapbox
Get in touch to dive deeper into our findings and see how you can leverage Synapbox and QuestionPro for your projects
READY TO LEARN MORE?
C O N T A C T U S
Humberto Ló[email protected]
www.questionpro.com/es
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