The Super Bowl has always been a forum for big ads and ambitious storytelling, so it only makes sense that the web has become increasingly crowded with lists and detailed musings of ‘ad winners and losers.’ However, the question that still remains widely unanswered is ‘why.’ It’s time to get past subjective conjuncture and begin to really understand why we love some commercials that are peppered with flat humor and tacky colors, while we ignore others that have thoughtful stories and incredible production value. Welcome to the Super Bowl of Data Driven Analytics – the tool that explores ad creativity through numbers.
Every widget contains data analysis of each ad ingredient. Click on the widget to see explore the data. To get the full commercial overview select 'Ad Comparison' or 'Creative Library'.
What is the impact of featuring different types of celebrities?
Breakthrough spots tended not have celebrities (Always Like a Girl, Budweiser Lost Dog, Bud Light Real Life Pac Man) - Average engagement for spots without celebrities was 6x greater than engagement for spots with celebrities. Although, a lot of middle-of-the-road spots featured celebrities and received a decent engagement score. Conclusion: If you are buying a Super Bowl ad and want to be on a safe side, feature a famous actor.
Contrary to the popular belief of ‘abstract/emotional’ ads, the commercials who showed their products tended to do much better. You need to capitalize on the time you’ve purchased, so there’s no pressure to be avant-garde. Conclusion: People do appreciate when you tell them what your product does.
What are best ways to link ad to social media conversations?
Just asking people to follow you does not work. Viewers need to be driven to an action and understand the specifics of a campaign. Conclusion: There are lots of brands like Snickers, Nissan and Pepsi who have benefited from focused online conversations.
What is the impact of using different types of music?
Music was more dominant than dialogue, in 20% of spots. Music helps to provide longevity. For example, the Nissan spot that featured Harry Chapin’s song “Cat’s in the Cradle” may not have gotten much initial engagement, but it has the ability to cause a musical ear worm for people to talk about at the water cooler the next morning