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Super Bowl Ads From Mountain Dew, Avacados From Mexico, Rocket Mortgage Drove Highest Viewer Attention, According to Realeyes

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

Realeyes, a leader in computer vision and emotion AI, revealed 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)

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“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.

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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.”

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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

Super Bowl LIV Ads

Ranked By Realeyes Interest Score (Attention + Emotion)

 Super Bowl LIV Ad Name Realeyes Interest Score Realeyes Interest – Delta From Super Bowl Norms Database (73)
1 Mountain Dew Zero Sugar, As Good As The Original 92 19
2 The Avocados from Mexico Shopping Network Avocados From Mexico 2020 Ad 60 86 13
3 Rocket Mortgage – Momoa at Home 85 12
5 Pepsi – Zero Sugar – Done Right 84 11
4 P&G Presents When We Come Together, an Interactive Super Bowl Party, America’s Choice. 84 11
6 Tide Super Bowl LIV Commercial 2020 – Bud Knight now Laundry Later 83 10
7 Pringles – Rick and Morty Commercial 81 8
8 Hint Water – Super Bowl Commercial (2020) – Pie Eating Contest 80 7
9 Pop-Tarts Fixed the Pretzel Commercial, starring Jonathan Van Ness 79 6
10 Tribute – Planters – 2020 Big Game Commercial 78 5
12 Paramount Pictures – A Quiet Place Part II (2020) – Big Game Spot 77 4
11 Doritos – The Cool Ranch feat. Lil Nas X and Sam Elliott 77 4
14 New York Life Insurance – Love Takes Action – 60 Commercial 73 0
15 Quibi – Bank Heist 73 0
13 Hyundai Sonata – Super Bowl 2020 TV Commercial, ‘Smaht Pahk’ Ft. John Krasinski, Chris Evans 73 0
16 GMC – HUMMER EV – Quiet Revolution 30 ft. Lebron James 71 -2
17 Michelob ULTRA Pure Gold 6 for 6-Pack Super Bowl LIV 71 -2
18 Tide – Finally Later – Super Bowl 2020 71 -2
20 XFINITY On Demand TV Commercial, ‘Better in 4K – Super-Bowl 2020 70 -3
19 Tide – Super Bowl now – Super Bowl 2020 70 -3
22 PostyStore – Inside Post’s Brain – Bud Light Seltzer – Post Malone 68 -5
21 Cheetos – Can’t Touch This SUPER BOWL LIV 68 -5
23 Famous Orders – McDonald’s 66 -7
24 Budweiser Typical American 2020 Super Bowl Commercial 65 -8
25 Discover No We Don’t Charge Annual Fees Commercial 15 65 -8
27 State Farm – Back In The Office 64 -9
26 Genesis – Going Away Party feat. John Legend and Chrissy Teigen – 2020 Super Bowl Commercial – trimmed 64 -9
29 OIKOS – YoGlutes – SuperBowl 2020 63 -10
30 T-Mobile – Anthony Anderson’s Mama Tests T-Mobile’s 5G Network 63 -10
28 Loretta – Google Super Bowl Commercial 2020 63 -10
31 Walmart – Straight Talk Wireless Unlimited Plan TV Commercial, ‘Mascot Rivalry’ 63 -10
32 Fast and Furious 9 59 -14
34 Snickers – Fix the World Super-Bowl 2020 59 -14
33 MINIONS 2 The Rise of Gru Super Bowl Trailer (2020) 59 -14
35 Coca-Cola Energy – Show Up ft. Jonah Hill and Martin Scorsese 57 -16
37 Verizon – Closing Time – Super Bowl 2020 55 -18

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