Super Bowl LIV Ads From Mountain Dew, Avocados From Mexico, Rocket Mortgage Drove Highest Viewer Attention, According To Realeyes

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Attention and emotion measures reveal propensity for advertising creative to drive impact of paid media investment

Realeyes, a leader in computer vision and emotion AI, revealed today the company’s 2020 ranking of Super Bowl LIV ads according to viewer attention and emotion.

Based on aggregate measurement from an opt-in panel audience (n=2,500) using webcams and anonymous facial coding, the Realeyes’ “Interest” score is an index that combines attention and emotion signals to build a second-by-second indication of a viewer’s distraction, attention and attentive engagement of video advertising content. Higher scores indicate that viewers showed greater interest, attention and engagement as measured by their facial cues.

This year's top commercial spots according Realeyes’ Interest score:

  • Mountain Dew Zero Sugar, As Good As The Original (92)
  • The Avocados from Mexico Shopping Network Avocados From Mexico 2020 Ad 60 (86)
  • Rocket Mortgage - Momoa at Home (85)
  • P&G Presents When We Come Together, an Interactive Super Bowl Party, America's Choice (84)
  • Pepsi - Zero Sugar - Done Right (84)

“At $5.6 million per 30-second commercial spot, the advertising creatives that command the greatest attention ultimately maximize the delivery of messaging,” said Max Kalehoff, Realeyes’ vice president of marketing. “Facial coding and attention measurement unlock the ability for marketers to embed human response into advertising, ensuring brand content makes paid media work harder.”

Realeyes measures attention as a key metric to accurately predict view-through rates (VTR) of video content before ads go live. Accurate VTR prediction scores enable advertisers to select the best content to maximize return on media investment. Greater view-through rates result in greater effective reach and impact as content is distributed across different media channels and ad formats.

This year 12 Super Bowl spots scored higher than the Interest norm of 73 within Realeyes’ historical database of nearly 500 Super Bowl ads.

“Advertisers this year pursued a diversity of approaches to earn attention, such as playing to positive and negative emotions, and last-minute agile strategies,” said Kalehoff. “However, noticeably absent this year was a dominant undertone of broader social movements more evident during past big games, like Black Lives Matter and #metoo. It is possible marketers were subdued in their messaging in light of an approaching election season and growing awareness of a national divide.”

The ads that drove the highest average percent of “Happy” emotion throughout their duration were:

  • Mountain Dew - Zero Sugar, As Good As The Original (21.4%)
  • Doritos - The Cool Ranch feat. Lil Nas X and Sam Elliott (20.9%)
  • Tide - Finally Later - Super Bowl 2020 (18.3%)
  • Cheetos - Can't Touch This SUPER BOWL LIV (17.5%)
  • P&G - When We Come Together, an Interactive Super Bowl Party, America's Choice (17.0%)

The ads that drove the highest average percent of “Negative” emotion throughout their duration were:

  • Hint Water - Super Bowl Commercial 2020 - Pie Eating Contest (18.1%)
  • Amazon Prime Video – Hunters (14.3%)
  • Donald Trump - Criminal Reform Ad - Super Bowl 2020 (13.1%)
  • Soda Stream - SodaStream Discovers Water On Mars Fresh Sparkling Water in Seconds (13.0%)
  • Lightlife TV - Surprise Yourself (12.5%)

Realeyes Ranking
Super Bowl LIV Ads
Ranked By Realeyes Interest Score (Attention + Emotion)
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    Super Bowl LIV Ad Name (Realeyes Interest Score)

1    Mountain Dew Zero Sugar, As Good As The Original (92)
2    The Avocados from Mexico Shopping Network Avocados From Mexico 2020 Ad 60 (86)
3    Rocket Mortgage - Momoa at Home (85)
4    Pepsi - Zero Sugar - Done Right (84)
5    P&G Presents When We Come Together, an Interactive Super Bowl Party, America's Choice (84)
6    Tide Super Bowl LIV Commercial 2020 - Bud Knight now Laundry Later (83)
7    Pringles - Rick and Morty Commercial (81)
8    Hint Water - Super Bowl Commercial 2020 - Pie Eating Contest    (80)
9    Pop-Tarts Fixed the Pretzel Commercial, starring Jonathan Van Ness    (79)
10    Tribute - Planters - 2020 Big Game Commercial    (78)
11    Paramount Pictures - A Quiet Place Part II (2020) - Big Game Spot (77)
12    Doritos - The Cool Ranch feat. Lil Nas X and Sam Elliott    (77)
13    New York Life Insurance - Love Takes Action - 60 Commercial (73)
14    Quibi - Bank Heist    (73)
15    Hyundai Sonata - Super Bowl 2020 TV Commercial, 'Smaht Pahk' Ft. John Krasinski, Chris Evans    (73)
16    GMC - HUMMER EV - Quiet Revolution 30 ft. Lebron James (71)
17    Michelob ULTRA Pure Gold 6 for 6-Pack Super Bowl LIV    (71)
18    Tide - Finally Later - Super Bowl 2020    (71)
19    XFINITY On Demand TV Commercial, 'Better in 4K - Super-Bowl 2020 (70)
20    Tide - Super Bowl now - Super Bowl 2020    (70)
21    PostyStore - Inside Post's Brain - Bud Light Seltzer - Post Malone (68)
22    Cheetos - Can't Touch This SUPER BOWL LIV (68)
23    Famous Orders - McDonald's (66)
24    Budweiser Typical American 2020 Super Bowl Commercial (65)
25    Discover No We Don't Charge Annual Fees Commercial 15 (65)
26    State Farm - Back In The Office (64)
27    Genesis - Going Away Party feat. John Legend and Chrissy Teigen - 2020 Super Bowl Commercial - trimmed (64)
28    OIKOS - YoGlutes - SuperBowl 2020 (63)
29    T-Mobile - Anthony Anderson's Mama Tests T-Mobile's 5G Network (63)
30    Loretta - Google Super Bowl Commercial 2020 (63)
31    Walmart - Straight Talk Wireless Unlimited Plan TV Commercial, 'Mascot Rivalry' (63)
32    Fast and Furious 9 (59)
33    Snickers - Fix the World Super-Bowl 2020 (59)
34    MINIONS 2 The Rise of Gru Super Bowl Trailer 2020 (59)
35    Coca-Cola Energy - Show Up ft. Jonah Hill and Martin Scorsese (57)
36    Verizon - Closing Time - Super Bowl 2020 (55)
37    Little Caesars - Best Thing Since Sliced Bread Little Caesars Big Game 30     (55)
38    Donald Trump - Stronger, Safer, More Prosperous (51)
39    Donald Trump - Criminal Reform Ad - Super Bowl 2020 (50)
40    Hard Rock Hotels - Casinos Super Bowl 2020, 'Bling Cup' (49)
41    Mike Bloomberg for President - George (49)
42    Amazon Prime Video - Hunters (48)
43    Tiktok - Make Your Day - Super Bowl 2020 (48)
44    Turkish Airlines - Super Bowl 2020 TV Commercial, 'Step on Earth' (44)
45    Lightlife TV - Surprise Yourself (43)
46    TurboTax - All People Are Tax People (43)
47    Facebook Groups - Ready to Rock ft. Chris Rock and Sylvester Stallone (42)
48    Reese's Take 5 - Rock (42)
49    Microsoft Super Bowl 2020 Commercial- Be The One - Katie Sowers (42)
50    Soda Stream - SodaStream Discovers Water On Mars Fresh Sparkling Water in Seconds (39)

About Realeyes

Using webcams and the latest in computer vision and machine learning technologies, Realeyes measures attention and emotion of opt-in audiences as they watch video content online. Realeyes content intelligence enables brands, agencies and media companies to inform and measure their content, predict performance, and maximize return on media investment. Founded in 2007, the company has offices in New York, Boston, London, Tokyo and Budapest. Customers include brands such as Mars Inc., AT&T, Hershey's and Coca-Cola, agencies Ipsos, MarketCast and Publicis, and media companies such as Warner Media and Teads. Visit realeyesit.com.

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Morgane Guyennot
Realeyes
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