To help advertisers deal with the uncertainty caused by the coronavirus pandemic, Unruly is measuring consumer responses to brands' COVID-19 response campaigns using our emotional testing tool, UnrulyEQ.

Throughout the pandemic, we'll be measuring consumers' emotional reactions to a range of campaigns from around the world. We'll also be tracking the impact on key business metrics, including brand favorability, and its overall EQ Score.

A global survey we recently published found consumers are looking for brands to inform, connect and entertain them during the pandemic. So for each ad, we've highlighted the percentage of viewers that felt informed after watching, as well as the proportion of viewers that felt intense warmth and happiness.

Check out all the findings below, which are broken down by the market they were each tested in. If you'd like a more in-depth analysis of any of the ads tested, please get in touch by emailing hi@unrulygroup.com. We will continue to add COVID-19 campaigns throughout the crisis, so keep coming back to see new findings and brands.

UK

Birds Eye

6/10 EQ Score
46% Brand Favourability
28% Intense Emotional Response
18% Warmth
14% Happiness
9% Informed

Ikea

5/10 EQ Score
26% Brand Favourability
19% Intense Emotional Response
11% Warmth
6% Happiness
7% Informed

ITV

6.7/10 EQ Score
39% Brand Favourability
40% Intense Emotional Response
20% Warmth
16% Happiness
9% Informed

Jack Daniels

6.5/10 EQ Score
36% Brand Favourability
37% Intense Emotional Response
19% Warmth
15% Happiness
5% Informed

NHS

6.7/10 EQ Score
53% Brand Favourability
40% Intense Emotional Response
13% Warmth
4% Happiness
21% Informed

Sainsbury's

5.9/10 EQ Score
38% Brand Favourability
21% Intense Emotional Response
7% Warmth
6% Happiness
35% Informed

Tesco

6.6/10 EQ Score
48% Brand Favourability
23% Intense Emotional Response
8% Warmth
7% Happiness
31% Informed

Vodafone

5.2/10 EQ Score
31% Brand Favourability
23% Intense Emotional Response
11% Warmth
11% Happiness
11% Informed

USA

Volvo

5/10 EQ Score
31% Brand Favourability
25% Intense Emotional Response
11% Warmth
10% Happiness
12% Informed

Budweiser

6.5/10 EQ Score
57% Brand Favourability
48% Intense Emotional Response
21% Warmth
17% Happiness
15% Informed

Buffalo Wild Wings

5.5/10 EQ Score
39% Brand Favourability
42% Intense Emotional Response
6% Warmth
22% Happiness
8% Informed

Ford

6/10 EQ Score
53% Brand Favourability
40% Intense Emotional Response
15% Warmth
13% Happiness
19% Informed

Google

6.8/10 EQ Score
51% Brand Favourability
59% Intense Emotional Response
27% Warmth
20% Happiness
19% Informed

Guinness

5.9/10 EQ Score
49% Brand Favourability
42% Intense Emotional Response
21% Warmth
22% Happiness
15% Informed

Lysol

5.8/10 EQ Score
39% Brand Favourability
26% Intense Emotional Response
9% Warmth
11% Happiness
25% Informed

Nike

6.1/10 EQ Score
42% Brand Favourability
47% Intense Emotional Response
13% Warmth
19% Happiness
13% Informed

Oreo

7/10 EQ Score
47% Brand Favourability
53% Intense Emotional Response
20% Warmth
37% Happiness
7% Informed

Postmates

5.6/10 EQ Score
41% Brand Favourability
38% Intense Emotional Response
14% Warmth
17% Happiness
16% Informed

QuickBooks

5.2/10 EQ Score
43% Brand Favourability
35% Intense Emotional Response
13% Warmth
12% Happiness
23% Informed

Walmart

6.6/10 EQ Score
46% Brand Favourability
46% Intense Emotional Response
20% Warmth
22% Happiness
15% Informed

Germany

Aldi

6.6/10 EQ Score
31% Brand Favourability
34% Intense Emotional Response
16% Warmth
19% Happiness
7% Informed

BfG

Results coming soon!

EDEKA

6.6/10 EQ Score
31% Brand Favourability
34% Intense Emotional Response
16% Warmth
19% Happiness
7% Informed

ING

Results coming soon!

Penny

6.2/10 EQ Score
34% Brand Favourability
31% Intense Emotional Response
15% Warmth
15% Happiness
9% Informed

Schwabisch

4.9/10 EQ Score
22% Brand Favourability
29% Intense Emotional Response
15% Warmth
10% Happiness
9% Informed

Sparkasse

Results coming soon

Volkswagen

Results coming soon

Singapore

Air Asia

7.3/10 EQ Score
70% Brand Favourability
46% Intense Emotional Response
22% Warmth
20% Happiness
16% Informed

Colgate

6.9/10 EQ Score
70% Brand Favourability
42% Intense Emotional Response
20% Warmth
30% Happiness
11% Informed

Gov.sg

7.5/10 EQ Score
68% Brand Favourability
54% Intense Emotional Response
30% Warmth
23% Happiness
15% Informed

Prudential

6.7/10 EQ Score
56% Brand Favourability
44% Intense Emotional Response
19% Warmth
15% Happiness
27% Informed

Philippines

Colgate

6.6/10 EQ Score
76% Brand Favourability
75% Intense Emotional Response
41% Warmth
54% Happiness
11% Informed

Mcdonald's

6.6/10 EQ Score
87% Brand Favourability
67% Intense Emotional Response
26% Warmth
31% Happiness
27% Informed

Japan

Domino's

6.8/10 EQ Score
59% Brand Favourability
18% Intense Emotional Response
10% Warmth
2% Happiness
14% Informed

Google

7.4/10 EQ Score
56% Brand Favourability
39% Intense Emotional Response
24% Warmth
5% Happiness
6% Informed

Nestle

6.4/10 EQ Score
38% Brand Favourability
17% Intense Emotional Response
11% Warmth
5% Happiness
1% Informed

Otsuka

5.3/10 EQ Score
25% Brand Favourability
15% Intense Emotional Response
5% Warmth
3% Happiness
1% Informed

Australia

BHP

5.5/10 EQ Score
39% Brand Favourability
23% Intense Emotional Response
6% Warmth
8% Happiness
26% Informed

Coles

7.1/10 EQ Score
39% Brand Favourability
32% Intense Emotional Response
14% Warmth
16% Happiness
14% Informed

McDonald's

5.4/10 EQ Score
25% Brand Favourability
20% Intense Emotional Response
8% Warmth
13% Happiness
16% Informed

Tourism Aus

7.1/10 EQ Score
46% Brand Favourability
43% Intense Emotional Response
19% Warmth
22% Happiness
13% Informed

Learn more about UnrulyEQ.

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