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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