The Science Of Sharing Super Bowl 50 Study   

Overview:

Is your brand in shape for the Big Game? Are you making the most of video in 2017? Unruly’s The Science of Sharing: Super Bowl 50 Study covers what went right (and wrong) for brands in the 2016 Game.

Super Bowl 50 has been called “Super Bowl Light.” The ads were light-hearted, light in substance and light in connecting with consumers. This last bit was the fatal flaw in a lackluster year for Big Game ad sharing – high emotional intensity is the secret sauce behind making people lean in to watch and engage with an ad. Ad quality fell year-over-year and shares dipped 17% in 2016.  

Why did shares and consumer engagement fall?

• Ads did not evoke intense emotional responses.

• Many advertisers created funny content, at the expense of triggering other emotions, but the ads weren’t funny enough to win attention and engagement.

• Few ads were memorable, triggering similar combinations of happiness, hilarity and inspiration.

• There were large gaps in audience coverage

Why read this report?

• To gain insight into what makes a successful Super Bowl ad.

• Learn tips on how to launch a winning digital video campaign, any time of year.

• Understand the hits and misses of some of the most memorable Super Bowl ads last year

• Take a deep dive into 3 video case studies (Doritos’ “Ultrasound,” the most shared Super Bowl ad; Mountain Dew’s “#Puppymonkeybaby;” highlighting demo preferences and favorability and Budweiser’s “#NotBackingDown” highlighting a strategy shift from prior years).

• Know when to launch your Super Bowl ad.

• Use data to make the decision whether or not to use teasers.