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.

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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