The Super Bowl might be advertising’s biggest showcase - but are the ads having an impact?
Using Unruly EQ - a content testing tool which uses combination of biometric, neurological, emotional and audio testing to evaluate the social, emotional and business impact of ads - Unruly has ranked the most shared Super Bowl 51 ads in order of effectiveness.
The intensity of emotions viewers felt while watching, brand favorability, authenticity and purchase intent all contribute to an ad’s final EQ Score.
The percentages below indicate the number of people who had an intense emotional reaction, agreed with a statement about the ad, or felt compelled to take action.
Here are the top 10:
Unruly EQ Ad Effectiveness Chart
10. T-Mobile > Unlimited Moves
Top 4 Emotional Responses
Hilarity | Happiness | Amazement | Inspiration |
---|---|---|---|
13% | 11% | 5% | 4% |
Key Brand Metrics
Authenticity | Relatability | Credibility | Brand Recall |
---|---|---|---|
66% | 59% | 67% | 78% |
Additional Metrics
Overall Shares | Brand Favorability | Purchase Intent | Find out more |
---|---|---|---|
155,070 | 23% | 27% | 29% |
9 (tie). Tide > Gronk Kinda Gets It Out
Top 4 Emotional Responses
Hilarity | Happiness | Amazement | Inspiration |
---|---|---|---|
15% | 9% | 5% | 2% |
Key Brand Metrics
Authenticity | Relatability | Credibility | Brand Recall |
---|---|---|---|
80% | 73% | 80% | 82% |
Additional Metrics
Overall Shares | Brand Favorability | Purchase Intent | Find out more |
---|---|---|---|
56,884 | 25% | 46% | 34% |
9 (tie). Airbnb > We Accept
Top 4 Emotional Responses
Warmth | Inspiration | Pride | Happiness |
---|---|---|---|
17% | 17% | 11% | 11% |
Key Brand Metrics
Authenticity | Relatability | Credibility | Brand Recall |
---|---|---|---|
75% | 66% | 72% | 51% |
Additional Metrics
Overall Shares | Brand Favorability | Purchase Intent | Find out more |
---|---|---|---|
155,971 | 34% | 30% | 38% |
7 (tie). Budweiser > Born The Hard Way
Top 4 Emotional Responses
Inspiration | Nostalgia | Pride | Warmth |
---|---|---|---|
14% | 8% | 8% | 7% |
Key Brand Metrics
Authenticity | Relatability | Credibility | Brand Recall |
---|---|---|---|
77% | 64% | 75% | 48% |
Additional Metrics
Overall Shares | Brand Favorability | Purchase Intent | Find out more |
---|---|---|---|
435,892 | 32% | 38% | 33% |
7 (tie). Avocados From Mexico > #AvoSecrets
Top 4 Emotional Responses
Hilarity | Happiness | Amazement | Inspiration |
---|---|---|---|
18% | 10% | 5% | 2% |
Key Brand Metrics
Authenticity | Relatability | Credibility | Brand Recall |
---|---|---|---|
73% | 62% | 71% | 39% |
Additional Metrics
Overall Shares | Brand Favorability | Purchase Intent | Find out more |
---|---|---|---|
103,303 | 31% | 43% | 31% |
5. 84 Lumber > The Entire Journey
Top 4 Emotional Responses
Sadness | Inspiration | Warmth | Happiness |
---|---|---|---|
19% | 15% | 12% | 9% |
Key Brand Metrics
Authenticity | Relatability | Credibility | Brand Recall |
---|---|---|---|
69% | 59% | 69% | 50% |
Additional Metrics
Overall Shares | Brand Favorability | Purchase Intent | Find out more |
---|---|---|---|
67,430 | 37% | 30% | 39% |
4. Audi > #DriveProgress
Top 4 Emotional Responses
Inspiration | Pride | Warmth | Happiness |
---|---|---|---|
22% | 18% | 17% | 15% |
Key Brand Metrics
Authenticity | Relatability | Credibility | Brand Recall |
---|---|---|---|
80% | 68% | 81% | 74% |
Additional Metrics
Overall Shares | Brand Favorability | Purchase Intent | Find out more |
---|---|---|---|
132,606 | 41% | 32% | 36% |
3. Mr Clean > Cleaner Of Dreams
Top 4 Emotional Responses
Hilarity | Happiness | Amazement | Inspiration |
---|---|---|---|
21% | 16% | 7% | 4% |
Key Brand Metrics
Authenticity | Relatability | Credibility | Brand Recall |
---|---|---|---|
82% | 76% | 82% | 84% |
Additional Metrics
Overall Shares | Brand Favorability | Purchase Intent | Find out more |
---|---|---|---|
226,767 | 36% | 49% | 34% |
2. Coca-Cola > It's Beautiful
Top 4 Emotional Responses
Pride | Warmth | Inspiration | Happiness |
---|---|---|---|
26% | 25% | 20% | 18% |
Key Brand Metrics
Authenticity | Relatability | Credibility | Brand Recall |
---|---|---|---|
82% | 79% | 82% | 76% |
Additional Metrics
Overall Shares | Brand Favorability | Purchase Intent | Find out more |
---|---|---|---|
62,421 | 38% | 58% | 38% |
1. Hyundai > A Better Super Bowl
Top 4 Emotional Responses
Happiness | Warmth | Pride | Inspiration |
---|---|---|---|
40% | 36% | 27% | 19% |
Key Brand Metrics
Authenticity | Relatability | Credibility | Brand Recall |
---|---|---|---|
88% | 80% | 87% | 66% |
Additional Metrics
Overall Shares | Brand Favorability | Purchase Intent | Find out more |
---|---|---|---|
59,679 | 55% | 33% | 42% |
Methodology
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.
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