Best Super Bowl 2018 Commercials Based On Ipsos Biometric Sensor Study

Posted: Feb 6 2018, 2:53am CST | by , in News | Super Bowl

 

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Best Super Bowl 2018 Commercials based on Ipsos Biometric Sensor Study

Ipsos ranked the Super Bowl 2018 commercials based on science.

There are many Super Bowl 2018 ad rankings. The most prestigious is the USA Today Ad Meter Super Bowl ad ranking, which identified the Amazon Alexa Super Bowl 2018 commercial as best ad this year. The most unique Super Bowl commercial ranking comes from Ipsos.

In a first of its kind study, Ipsos tested all of the commercials during Super Bowl LII in real-time at a party featuring drinks, snacks and electrodes. Unlike other Super Bowl studies, the Ipsos ranking is based on objective, scientific non-conscious reactions rather than only asking people how they reacted or using a panel of experts.

The Tide Super Bowl 2018 commercial beat out spots from the NFL at second and M&Ms at third place in the rankings on Ipsos Super Scores.

Ipsos recruited 45 football fans split between the Eagles and Patriots to watch the game in a theater in New York City. Each participant wore biometric sensors that measured their emotional arousal based on galvanic skin response (GSR). This new technology from Shimmer Research allowed Ipsos to measure nonconscious response to every commercial throughout the duration of the ad.

Super Bowl 2018 Ad Ranking

"We created a Super Score for each spot based on four key drivers of great ads: 1) The first five seconds reflect an ad’s ability to hook viewers emotionally. 2) The last five seconds reveal excitement over the major brand reveal. 3) The average arousal over the course of the ad, meaning overall excitement power and 4) the highest ad scene peak telling us which ads brought viewers to the highest summit of emotion," explains Elissa Moses, CEO, Ipsos Neuro and Behavioral Science Center.

Tide achieved as close to a take-over of the Super Bowl as you can get, running a different spot in each quarter. The ads, produced by Saatchi & Saatchi New York for packaged goods giant Procter & Gamble, were humorous nods to other brands and commercials but focused on the clean clothing the characters were wearing. Tide’s third quarter featuring sibling brand Mr. Clean being replaced by Tide stand-in David Harbour, was the highest-scoring spot of the more than 75 ads tested, according to the proprietary Ipsos metric.

"The Tide ads represent a great deal of investment from P&G but also great return," said Shaun Dix, Executive Vice President of Ipsos Connect. "The first 45-second spot scored lowest but once the audience got the joke, it set up the success of the other three spots and built engagement throughout the game. It was a case study in itself, in building a campaign that delivers more than the sum of its parts.”

Watch all Super Bowl 2018 ads online. The Super Bowl 52 Ad Chart lists all Super Bowl 2018 advertisers. The commercials of Super Bowl LII are decked out with celebrity appearances, more than ever. Find out if your favorite celebrity appears in a Superbowl 2018 ad in our Super Bowl 2018 celebrity watch list. Besides celebrities, the songs featured in Super Bowl 2018 are the big stars.

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The Author

<a href="/latest_stories/all/all/2" rel="author">Luigi Lugmayr</a>
Manfred "Luigi" Lugmayr () is the founding Chief Editor of I4U News and brings over 25 years experience in the technology field to the ever evolving and exciting world of gadgets, tech and online shopping. He started I4U News back in 2000 and evolved it into vibrant technology news and tech and toy shopping hub.
Luigi can be contacted directly at ml[@]i4u.com.

 

 

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