The 5 funniest Super Bowl commercials, according to Ace Metrix consumer surveys

Ace Metrix, the advertising analytics company recently acquired by iSpot.tv, has been busy asking consumers what they thought of all the Super Bowl LV commercials. Across last night and this morning, Ace showed each national Super Bowl ad to a unique panel of 500 people and then had the panelists fill out standardized surveys to gauge if they thought a given ad was likeable, informative, etc. (More on Ace methodology here.) As always, people seem to want to be either inspired by Super Bowl ads or made to laugh. So we asked Ace to rank what respondents thought were the five most empowering SB commercials as well as the five funniest. Indeed’s “The Rising” (a commercial that earned 5 out of 5 stars in Ad Age’s Super Bowl 2021 ad review) tops the empowering ranking, while Cheetos’ “It Wasn’t Me,” starring Hollywood power couple Ashton Kutcher and Mila Kunis, earns the highest “funny” rating, just edging out Tide’s “The Jason Alexander Hoodie.” Scroll down for the rest. We also asked how some first-time Super Bowl advertisers—including Indeed and State Farm—fared overall in Ace Metrix surveys, based on what Ace calls its Breakthrough score, which measures “an ad’s ability to stand out from the clutter”; the Breakthrough score averages Ace’s Attention and Likeability scores. Scroll down below the empowering and funny rankings for those insights. Game Day Stats 56 Advertisers 67 Spots 46.33 min Total Ad Time 653 Avg. Breakthrough 784 Max. Breakthrough 473 Min. Breakthrough Funniest Super Bowl LV Ads Cheetos: It Wasn't Me Funny Score 8.4 Breakthrough 784 (+19%) Best Thing Characters Spot Funny Score Breakthrough Best Thing Tide: The Jason Alexander Hoodie Funny Score 8.3 Breakthrough 719 (+9%) Best Thing Visual Scenes Bud Light Seltzer: Last Year's Lemons Funny Score 7.8 Breakthrough 705 (+7%) Best Thing Visual Scenes M&M's: Come Together Funny Score 7.2 Breakthrough 741 (+12%) Best Thing Characters Amazon Echo: Alexa's Body Funny Score 6 Breakthrough 679 (+3%) Best Thing Characters T-Mobile: Family Drama Funny Score 6 Breakthrough 657 (-1%) Best Thing Characters Most Empowering Super Bowl LV Ads Indeed: The Rising Empower Score 5.1 Breakthrough 697 (+5%) Best Thing Message Spot Empower Score Breakthrough Best Thing NFL: Inspire Change: It Takes All of Us Empower Score 4.9 Breakthrough 659 (0%) Best Thing Message Toyota: Upstream Empower Score 4.4 Breakthrough 691 (+5%) Best Thing Message Guaranteed Rate: Believe You Will Empower Score 4.4 Breakthrough 650 (-2%) Best Thing Message Bass Pro Shop: Get Back to Nature Empower Score 3.5 Breakthrough 713 (+8%) Best Thing Visual Scenes Jeep: The Middle Empower Score 3.3 Breakthrough 682 (+3%) Best Thing Message Top Spots from Rookie Super Bowl Advertisers Bass Pro Shop: Get Back to Nature Breakthrough 713 (+8%) Top Emotion Soothing Best Thing Visual Scenes Spot Breakthrough Top Emotion Best Thing indeed.com: The Rising Breakthrough 697 (+5%) Top Emotion Inspiring Best Thing Message Scotts Miracle-Gro: Keep Growing Breakthrough 692 (+5%) Top Emotion Memorable Best Thing Characters State Farm: Drake from State Farm Breakthrough 683 (+3%) Top Emotion Funny Best Thing Characters DoorDash: The Neighborhood Breakthrough 682 (+3%) Top Emotion Nostalgic Best Thing Characters Jimmy Johns: Meet the King Breakthrough 680 (+3%) Top Emotion Funny Best Thing Characters Data provided by iSpot.tv, The New Standard for TV Ad Measurement The iSpot Ace service utilizes a survey-based approach to rapidly collect feedback on an ad from a demographically balanced panel of participants. Survey responses are quantified into scores covering breakthrough, purchase intent, brand recall and other key measures. Open ended verbatim responses are analyzed using AI and machine learning to quantify the key emotional response a viewer has with an ad. Breakthrough - The Breakthrough score measures an ad’s ability to stand out from the clutter and is an average of our Attention and Likeability scores. The norm is 661 and reflects all Super Bowl ads since 2016. 3% above or below the norm is statistically significant. Ace Score - Summarizes an ad’s overall effectiveness across Persuasion components (Attention, Likeability, Information, Change, Relevance, Desire) and Watchability. Scores range from 1-950. Top Emotion - We measure 57 emotional reactions to an ad derived from viewer verbatim comments. The Top Emotion represents the reaction with the strongest signal and is at minimum stronger than 75% of all ads for that specific emotion. Best Thing – The creative element respondents identify as their favorite aspect of the ad. Options include Music, Characters, Message, Visual Scenes, Brand, Product, Deal/Offer.

The 5 funniest Super Bowl commercials, according to Ace Metrix consumer surveys

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