Using our proprietary testing tool, UnrulyEQ, we've measured the dominant emotional reactions to a selection of this year’s biggest Super Bowl ads and tracked valuable business metrics including brand recall, favorability and purchase intent.

Check out the results below! If you'd like a more in depth analysis of any of the ads we've tested please get in touch:  hi@unrulygroup.com.

Our results were also featured in:

 ADWEEK:  "Unruly Ranks Google Tearjerker ‘Loretta’ as the Most Effective Ad of Super Bowl 2020"

 Forbes: "Lil Nas X And Billy Ray Cyrus Reflect On Blending Generations For Doritos’ Super Bowl Ad"

 Business Insider: "Super Bowl 2020 was the biggest ever in terms of ad spend. Here are the best and worst commercials"

 

Here is the final list:

1. Google

49% Emotional Intensity
49% Brand Favourability
46% Purchase Intent
47% Find Out More

2. Cheetos

38% Emotional Intensity
42% Brand Favourability
56% Purchase Intent
42% Find Out More

3. New York Life Insurance

47% Emotional Intensity
46% Brand Favourability
41% Purchase Intent
48% Find Out More

4. Doritos

39% Emotional Intensity
37% Brand Favourability
55% Purchase Intent
36% Find Out More

5. WeatherTech

42% Emotional Intensity
48% Brand Favourability
36% Purchase Intent
39% Find Out More

6. Microsoft

47% Emotional Intensity
40% Brand Favourability
39% Purchase Intent
43% Find Out More

7. Jeep

44% Emotional Intensity
41% Brand Favourability
34% Purchase Intent
39% Find Out More

8. T-Mobile

39% Emotional Intensity
46% Brand Favourability
35% Purchase Intent
40% Find Out More

9. Snickers

34% Emotional Intensity
34% Brand Favourability
51% Purchase Intent
47% Find Out More

10. Hyundai

32% Emotional Intensity
48% Brand Favourability
39% Purchase Intent
46% Find Out More

11. Secret

39% Emotional Intensity
37% Brand Favourability
41% Purchase Intent
33% Find Out More

12. Budweiser

38% Emotional Intensity
40% Brand Favourability
39% Purchase Intent
38% Find Out More

13. Reese's

32% Emotional Intensity
35% Brand Favourability
51% Purchase Intent
39% Find Out More

14. Verizon

32% Emotional Intensity
38% Brand Favourability
42% Purchase Intent
43% Find Out More

15. Amazon

36% Emotional Intensity
32% Brand Favourability
39% Purchase Intent
38% Find Out More

16. Little Caesars

30% Emotional Intensity
33% Brand Favourability
45% Purchase Intent
34% Find Out More

17. Michelob ULTRA Pure Gold

28% Emotional Intensity
40% Brand Favourability
39% Purchase Intent
37% Find Out More

18. NFL

39% Emotional Intensity
34% Brand Favourability
31% Purchase Intent
45% Find Out More

19. Mountain Dew

34% Emotional Intensity
33% Brand Favourability
38% Purchase Intent
32% Find Out More

20. Kia

37% Emotional Intensity
34% Brand Favourability
31% Purchase Intent
35% Find Out More

21. Olay

31% Emotional Intensity
33% Brand Favourability
39% Purchase Intent
36% Find Out More

22. Bloomberg

37% Emotional Intensity
33% Do You Support The Campaign?
31% Voter Intention
35% Find Out More

23. Trump

33% Emotional Intensity
32% Do You Support The Campaign?
34% Voter Intention
33% Find Out More

24. Michelob ULTRA

32% Emotional Intensity
32% Brand Favourability
36% Purchase Intent
31% Find Out More

25. P&G

29% Emotional Intensity
28% Brand Favourability
43% Purchase Intent
31% Find Out More

26. Planters (Teaser)

28% Emotional Intensity
29% Brand Favourability
43% Purchase Intent
38% Find Out More

27. Bud Light

33% Emotional Intensity
28% Brand Favourability
37% Purchase Intent
34% Find Out More

28. Heinz

26% Emotional Intensity
23% Brand Favourability
47% Purchase Intent
26% Find Out More

29. Avocados From Mexico

25% Emotional Intensity
29% Brand Favourability
44% Purchase Intent
33% Find Out More

30. Toyota

31% Emotional Intensity
31% Brand Favourability
32% Purchase Intent
34% Find Out More

31. Facebook

29% Emotional Intensity
32% Brand Favourability
32% Purchase Intent
38% Find Out More

32. Turbo Tax

25% Emotional Intensity
31% Brand Favourability
37% Purchase Intent
37% Find Out More

33. Planters (In-game spot)

24% Emotional Intensity
28% Brand Favourability
39% Purchase Intent
31% Find Out More

34. Kellogg's (Pop-Tarts)

23% Emotional Intensity
29% Brand Favourability
37% Purchase Intent
33% Find Out More

35. Coca-Cola Energy

25% Emotional Intensity
29% Brand Favourability
35% Purchase Intent
32% Find Out More

36. Discover

24% Emotional Intensity
30% Brand Favourability
36% Purchase Intent
34% Find Out More

37. Pringles

23% Emotional Intensity
27% Brand Favourability
39% Purchase Intent
26% Find Out More

38. Pepsi

23% Emotional Intensity
28% Brand Favourability
37% Purchase Intent
32% Find Out More

39. Audi

24% Emotional Intensity
30% Brand Favourability
32% Purchase Intent
34% Find Out More

40. Genesis

22% Emotional Intensity
32% Brand Favourability
32% Purchase Intent
33% Find Out More

41. Rocket Mortgage

28% Emotional Intensity
25% Brand Favourability
22% Purchase Intent
26% Find Out More

42. Squarespace

22% Emotional Intensity
25% Brand Favourability
27% Purchase Intent
33% Find Out More

43. Quibi

22% Emotional Intensity
25% Brand Favourability
26% Purchase Intent
32% Find Out More

44. Old Spice

20% Emotional Intensity
22% Brand Favourability
31% Purchase Intent
25% Find Out More

Learn more about UnrulyEQ.

Want even more content? Why not head over to our blog or insights page.