Video Ad Tech Company Ranks Super Bowl Ads Using Unruly EQ Score, A New Metric Which Measures Social, Emotional and Business Impact Of Online Ads
NEW YORK, LONDON – February 9, 2017 – Hyundai’s “A Better Super Bowl” is the most effective ad from this year’s Super Bowl, according to new data released today by video ad tech company Unruly.
The autos brand’s commercial – filmed entirely during Sunday’s game – tops Unruly’s Ad Effectiveness Chart, which uses its new combined metric, EQ Score, to rank ads on their likely emotional, social and business impact.
The intensity of emotions viewers felt while watching, brand favorability, authenticity and purchase intent all contribute to an ad’s final score.
Hyundai finished at the top of the Super Bowl edition of Unruly’s Ad Effectiveness Chart with a score of 6.1 out of 10 – ahead of Coca-Cola’s “It’s Beautiful” in second place with 5.9 – after 62% of viewers reported feeling an intense emotional response to the content.
A third (33%) of people who watched the ad also said they would be interested in buying the product, 40% felt intense happiness while watching, while 55% had a more favourable view of the brand after watching. 88% of viewers also said the content came across as authentic – the highest of any of the ads tested.
In third place was Mr Clean, ahead of Audi and 84 Lumber in fourth and fifth respectively. Other ads to feature in the top 10 include Airbnb’s “We Accept”, Budweiser’s “#BornTheHardWay” and T-Mobile’s “#UnlimitedMoves”.
Top 10 – Unruly Ad Effectiveness Chart: Super Bowl 2017 Edition (See the rest of the metrics here)
10. T-Mobile: “#UnlimitedMoves” – 3.2
=9. Tide: “Gronk Kinda Gets It Out” – 4.1
=9. Airbnb: “We Accept” – 4.1
=7. Budweiser: “Born The Hard Way” – 4.3
=7. Avocados From Mexico: “Secret Society” – 4.3
5. 84 Lumber: “The Entire Journey” – 4.4
4. Audi: “#DriveProgress” – 4.9
3. Mr Clean: “Cleaner of Your Dreams” – 5.0
2. Coca-Cola: “It’s Beautiful” – 5.9
1. Hyundai: “A Better Super Bowl” – 6.1
Devra Prywes, Unruly’s SVP Marketing & Insight, USA, said: “Marketers frequently ask us about the metrics that matter. They know simply measuring views isn’t enough to gauge the success of a campaign and ask other ways for measuring whether or not an ad is effective or not.
”The Super Bowl EQ Ad Effectiveness Chart collates many of the KPIs that affect an ad’s impact – from the hugely important emotional connection it creates with its audience to the metrics it helps drive, like brand perception and purchase intent. Hyundai did a phenomenal job in creating an ad created an emotional connection with viewers.”
Unruly’s EQ rankings were created using Unruly EQ – the video ad tech company’s content evaluation tool – launched in partnership with Nielsen, Affectiva and Moodagent – which uses a combination of biometric, neurological, emotional and audio testing methods to evaluate, improve and predict the emotional impact and brand effectiveness of their video ads.
Cat Jones, Unruly’s Product Director, said: “As digital advertising continues to become more and more sophisticated, it’s really important for advertisers to continuously reconsider the ways they are evaluating their video campaigns. There’s no longer a single metric that advertisers are focusing on. This new combined metric gives advertisers an easy-to-understand overview of the overall effectiveness of specific ad creatives, using emotional impact as a key component.”
Academic and industry studies have repeatedly proven the effects of emotional advertising on brand and business metrics. According to a recent Nielsen Consumer Neuroscience study, ads with above average EEG scores (emotional ads) deliver a 23% uplift in sales volume, while the Field, IPA and Gunn Report, “Selling Creativity Short”, stated that awarded campaigns (emotional campaigns) were 10X more efficient than non-awarded campaigns.
To see the Unruly EQ Ad Effectiveness Chart: Super Bowl Edition, click here.
Unruly tested the top 10 most shared ads from Super Bowl LI using Unruly EQ to create the Unruly EQ Ad Effectiveness Chart: Super Bowl Edition. Each EQ score out of 10 is based on a number of key metrics, including intensity of emotions present in the ad combined with brand metrics, including if viewers felt the brand was authentic, if they were likely to purchase the ad and predicted shareability, and more. The average EQ Score recorded was 5.0.
Data was compiled on February 8, 2017. Unruly used a survey panel of 1,500 nationally representative US respondents.
UNRULY and UNRULY EQ and logos and associated marks are trademarks of Unruly Group. Other marks are owned by their respective owners.
Unruly gets videos seen, shared and loved across the open web for brands that want to move people, not just reach people. By bringing emotional intelligence to digital advertising, we help 91% of Ad Age 100 brands inform and inspire 1.44bn people around the world, using polite outstream formats on sites that people love. UnrulyX, the viewable video SSP, creates better ad experiences for consumers, improved brand outcomes for advertisers and increased revenues for top-flight publishers.
Emotion matters in marketing. Emotion creates values and sets preferences. Inspires action. Drives sales. Unruly has a decade’s data of consumer responses to video and uses that to hone content, model audiences and deploy ad dollars in ways that heighten emotional response and maximise brand impact. Unruly was founded in 2006 and acquired by News Corp (NASDAQ: NWS, NWSA; ASX: NWS, NWSLV) in 2015. With 300 Unrulies across 20 locations worldwide, our super power is emotional intelligence and our secret weapon is passionate people on a mission to #DeliverWow.