Doritos and Its Dogs Create Most Likeable Ad in Its Final Year of Crashing the Super Bowl, According to Ace Metrix
09 February 2016 - 9:51AM
Business Wire
Ad Duration Much Shorter This Year; Automotive
Brands Continue to Impress
In a year that relied heavily on celebrity endorsements and
shorter ads, light-hearted humor and animals were common
ingredients to some of the most likeable Super Bowl ads of 2016,
according to Ace Metrix, the leader in measuring the impact of
video advertising. Doritos, which ended its 10-year “Crash the
Super Bowl” campaign on a high note, leads the list of most
likeable ads with “No Dogs Allowed.” Honda’s “A New Truck to Love”
ad starring singing sheep joins Audi’s “Commander” as the top
non-luxury and luxury automotive ads of the Super Bowl,
respectively. The stark difference in the tone of these two
ads—from whimsical to more dramatic-- is representative of the
overall thematic mixed bag that is the Super Bowl ads of 2016.
“In years past, we’ve been able to identify a common trend among
Super Bowl ads. Last year, emotional manipulation ruled. Five years
before, it was slap-stick comedy. If anything, Super Bowl 2016 was
the year of risk aversion and caution. With the exception of Audi’s
“Commander” ad, the iconic story-telling that the Super Bowl has
always been known for was virtually abandoned by many brands this
year. With only 28 percent of ads running over a minute-- versus 43
percent in 2015-- brands pivoted away from spending big bucks on
longer ads during the game in favor of shorter, safer ads that were
book-ended, in many cases, by more daring executions before and
after kick-off,” said Peter Daboll, CEO of Ace Metrix. “The teasers
for Amazon’s #BaldwinBowl, the post-game sequel to Toyota Prius’
“The Chase,” and Hyundai’s pre-game creative are great examples of
this.”
Celebrities Present and Accounted for and Animals Hold
Court
Forty two percent of this year’s Super Bowl ads starred
celebrities (vs. an average of 33 percent over the last six years),
with Anthony Hopkins (for TurboTax), Liam Neeson (for LG) and
Willem Dafoe (for Snickers) representing the top celebrity
performers. Consumers rewarded Amazon’s maiden voyage in Super Bowl
advertising with an impressive overall Ace Score of 620,
successfully raising awareness of the Amazon Echo. If Superheroes
count as celebrities, Coca-Cola won major likeability points
through its use of Ant-Man (Paul Rudd) and the Hulk. Hyundai’s
“Ryanville” starring Ryan Reynolds earned an admirable breakthrough
score, led by its ability to grab attention.
Animals, often a safer, less expensive advertising bet,
continued their popularity in Super Bowl 50, proving far more
prevalent this year than babies and kids and present in six of the
ten most likeable Super Bowl ads. Number One-ranked Doritos “No
Dogs Allowed,” is joined by Honda’s singing sheep in “A New Truck
to Love” and Heinz’s charging dachshunds in “Wiener Stampede,”
rounding out the Top 10 most likeable ads. Mountain Dew’s
combination of animals in #PuppyMonkeyBaby, however, while
attention-grabbing was off-putting to consumers who ranked it near
the bottom of the list with an Ace Score of 457.
Top 10 Super Bowl Ads by Likeability,
2016
Rank Brand Ad Title
LikeabilityScore 1 Doritos
No Dogs Allowed
750 2 Honda
A New Truck to Love
724 3 Colgate
#EveryDropCounts
722
3 Heinz
Wiener Stampede
722 5 Audi
Commander
717 6 Coca-Cola
Hulk vs. Ant-Man
709 7 Paypal.com
There’s a New Money in
707 8 TurboTax
Never a Sellout
706 9 LG Televisions
Man From The Future
705 10 Snickers
Marilyn
702
*Definition: The Likeability Score is one component of the
overall Ace Score, which is the measure of ad creative
effectiveness based on viewer reaction to national TV and online
video ads, providing the advertising industry an unbiased resource
to measure creative impact. Likeability is a key measurement
for the large and diverse Super Bowl audience who can like an ad
for many different reasons. The results are presented on a scale of
1–950. More information about the Ace Score and research
methodology can be found below. This list represents the top 10
Super Bowl ads by Likeability. The list is based on ads to have
debuted during the beginning of Super Bowl game play through the
final whistle on February 7, 2016.
Many top Ads have Big Visual Impact; Tones Vary
Newcomers Paypal.com and LG relied on high impact visuals to win
over the massive Super Bowl audience to become two of the most
liked ads, while Colgate and Audi took on more serious
tones—Colgate in its cause-based promotion of water conservation
and Audi in “Commander,” the single story-telling ad in the Top 10.
The decrease of longer-form ads (60 seconds and more), which have
been trending up over the last five years, contributed to the
dearth of story-telling ads this year and up-tick in more direct
light-hearted or product-focused ads.
“Marketers took a more cautious tone, both in terms of shorter
(less costly) units as well as the content,” Daboll commented. “The
move to 30 seconds also paved the way for more celebrity use, who
have instant recognition. This could be a first step in the Super
Bowl becoming more about ROI than just pure reach -- that selling
product is as important as a favorable brand association.”
For historical Super Bowl ad information, facts and figures,
please visit: http://www.acemetrix.com.
About the Ace Score
The Ace Score is the measure of ad creative effectiveness based
on viewer reaction to national TV and online video ads, providing
the advertising industry an unbiased resource to measure creative
impact. Ace Metrix scores every national television and the
majority of digital video ads, across 96 categories creating a
complete comparative database—Ace Metrix LIVE®. A unique panel of
at least 500 consumers, representative of the U.S. TV and Internet
viewing audience, scores each ad in the exact same manner. The
results are presented on a scale of 1–950, which represents scoring
on creative attributes such as Persuasion, Likeability,
Information, Attention, Change, Relevance, Desire and Watchability.
Ace Metrix applies a natural language processing algorithm to the
hundreds of qualitative verbatim responses collected for each ad,
deriving a score that indicates positive, negative or neutral
emotional impact and represents the ad’s position on an Emotional
Sentiment Index ranging from 1–100.
About Ace Metrix
Ace Metrix® is the standard in television and video analytics,
dedicated to delivering better, faster and more cost-effective
solutions for evaluating video advertising within competitive
context. Through the Ace Metrix LIVE® platform, companies access
timely, actionable data wherever, whenever they need to, enabling
real-time advertising campaign optimization. Combining leading edge
technology and patent pending methodology, Ace Metrix is
revolutionizing the way marketers measure themselves and their
competitive landscape. The Company is privately held and is backed
by leading venture capital firms and industry leaders including
Hummer Winblad Venture Partners, Palomar Ventures, Leapfrog
Ventures and WPP.
Follow Ace Metrix on Twitter for sustained insight:
@Ace_Metrix.
Note: Ace Metrix®, the Ace Metrix logo design, Ace Score®, Ace
Metrix LIVE® and Creative Lifecycle Management® are registered
trademarks of Ace Metrix. Other trademarks are property of their
respective owners.
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PR Contact for Ace Metrix, Inc.:Michelle Robertson,
646-279-5775michelle@kerlancomm.comorFor an interview about Super
Bowl ads, please contact:Michelle Robertson,
646-279-5775michelle@kerlancomm.comorDori Busell,
917-689-3415dori@kerlancomm.com