Super Bowl 2020: Ads With Impact


Consumer reaction data gathered by Unruly reveals how audiences responded to the best ads from Super Bowl LIV.

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

Google 'Loretta' - 6.5 EQ Score

2. Cheetos

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

Cheetos - 'MC Hammer Can't Touch This' - 6.1 EQ Score

3. New York Life Insurance

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

NYLIC - 'Love Takes Action' - 6.0 EQ Score

4. Doritos

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

Doritos -  'The Cool Ranch' - 5.9 EQ Score

5. WeatherTech

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

WeatherTech - 'Lucky Dog' - 5.8 EQ Score

6. Microsoft

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

Microsoft - 'Be The One/Katie Sowers' - 5.7 EQ Score

7. Jeep

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

Jeep - 'Groundhog Day' - 5.5 EQ Score

8. T-Mobile

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

T-Mobile - 'Anthony Anderson's Mama Tests T-Mobile's 5G Network' - 5.5 EQ Score

9. Snickers

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

Snickers - '#SnickersFixTheWorld' - 5.5 EQ Score

10. Hyundai

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

Hyundai - 'Smaht Pahk' - 5.5 EQ Score

11. Secret

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

Secret - 'The Secret Kicker #KickInequality' - 5.4 EQ Score

12. Budweiser

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

Budweiser - 'Typical American' - 5.4 EQ Score

13. Reese's

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

Reese's - 'Rock' - 5.4 EQ Score

14. Verizon

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

Verizon - '5G Built Right | Smoke' - 5.2 EQ Score

15. Amazon

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

Amazon - 'Before Alexa' - 5.0 EQ Score

16. Little Caesars

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

Little Caesars - 'Best Thing Since Sliced Bread' - 5.0 EQ Score

17. Michelob ULTRA Pure Gold

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

Michelob ULTRA Pure Gold - '6 For 6-Pack' - 5.0 EQ Score

18. NFL

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

NFL - 'Inspire Change' - 4.9 EQ Score

19. Mountain Dew

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

MTN Dew - 'Zero Sugar. As Good As The Original' - 4.9 EQ Score

20. Kia

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

KIA - 'Tough Never Quits' - 4.8 EQ Score

21. Olay

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

Olay - '#MakeSpaceForWomen' - 4.8 EQ Score

22. Bloomberg

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

Bloomberg - 'Geroge' - 4.7 EQ Score

23. Trump

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

Trump - 'Stronger' - 4.7 EQ Score

24. Michelob ULTRA

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

Michelob ULTRA - 'Jimmy Works It Out' - 4.7 EQ Score

25. P&G

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

P&G - 'When We Come Together' - 3.6 EQ Score

26. Planters (Teaser)

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

Planters - 'Road Trip' - 4.7 EQ Score

27. Bud Light

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

Bud Light Seltzer - '#PostyStore - Insight Post's Brain' - 4.6 EQ Score

28. Heinz

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

Heinz - 'Find The Goodness - Four At Once' - 4.6 EQ Score

29. Avocados From Mexico

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

AFM - The Avocados From Mexico Shopping Network - 4.6 EQ Score

30. Toyota

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

Toyota - 'Heroes' - 4.5 EQ Score

31. Facebook

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

Facebook - 'Ready To Rock' - 4.4 EQ Score

32. Turbo Tax

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

TurboTax - 'All People Are Tax People' - 4.4 EQ Score

33. Planters (In-game spot)

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

Planters - 'Tribute' - 4.3 EQ Score

34. Kellogg's (Pop-Tarts)

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

Kellogg's - 'Pop-Tarts Fixed The Pretzel Community' - 4.3 EQ Score

35. Coca-Cola Energy

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

Coca-Cola - 'Show Up' - 4.2 EQ Score

36. Discover

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

Discover - 'No, We Don't Charge Annual Fees' - 4.2 EQ Score

37. Pringles

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

Pringles - 'The Infinite Dimensions of Rick & Morty' - 4.2 EQ Score

38. Pepsi

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

Pepsi - 'Zero Sugar. Done Right' - 4.2 EQ Score

39. Audi

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

Audi - 'Let It Go' - 4.1 EQ Score

40. Genesis

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

Genesis - 'Going Away Party' - 4.1 EQ Score

41. Rocket Mortgage

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

Rocket Mortgage - 'Home' - 3.7 EQ Score

42. Squarespace

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

SquareSpace - 'Winona in Winona' - 3.7 EQ Score

43. Quibi

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

Quibi - 'Bank Heist' - 3.6 EQ Score

44. Old Spice

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

Old Spice - 'Office Visit' - 3.6 EQ Score

Learn more about UnrulyEQ.

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