The Science Of Sharing Super Bowl 50 Study   


Is your brand in shape for the Big Game? Are you making the most of video in 2017? Unruly’s The Science of Sharing: Super Bowl 50 Study covers what went right (and wrong) for brands in the 2016 Game.

Super Bowl 50 has been called “Super Bowl Light.” The ads were light-hearted, light in substance and light in connecting with consumers. This last bit was the fatal flaw in a lackluster year for Big Game ad sharing – high emotional intensity is the secret sauce behind making people lean in to watch and engage with an ad. Ad quality fell year-over-year and shares dipped 17% in 2016.  

Why did shares and consumer engagement fall?

  • Ads did not evoke intense emotional responses.

  • Many advertisers created funny content, at the expense of triggering other emotions, but the ads weren’t funny enough to win attention and engagement.

  • Few ads were memorable, triggering similar combinations of happiness, hilarity and inspiration.

  • There were large gaps in audience coverage

Why read this report?

  • To gain insight into what makes a successful Super Bowl ad.

  • Learn tips on how to launch a winning digital video campaign, any time of year.

  • Understand the hits and misses of some of the most memorable Super Bowl ads last year

  • Take a deep dive into 3 video case studies (Doritos’ “Ultrasound,” the most shared Super Bowl ad; Mountain Dew’s “#Puppymonkeybaby;” highlighting demo preferences and favorability and Budweiser’s “#NotBackingDown” highlighting a strategy shift from prior years).

  • Know when to launch your Super Bowl ad.

  • Use data to make the decision whether or not to use teasers.