Top 10 most likable Super Bowl 2022 commercials, according to iSpot’s Ace Metrix

Ace Metrix, the advertising analytics service that’s part of iSpot.tv, has been busy asking consumers what they thought of all the Super Bowl LVI commercials. Across last night and early 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 likable, informative, etc. (Scroll down below the chart for details about the methodology and the data points.) Most Likable Super Bowl LVI Ads (Excluding promos for networks, shows and streaming services) Frito-Lay: Push It 1st Quarter, 7:13 PM EST, 60s 1 Likability: 791 Top emotion: Funny Brand recognition: 80% Positive purchase intent: 72% Single best thing: Characters Nissan: Presenting: Thrill Driver 4th Quarter, 9:35 PM EST, 60s 2 Likability: 787 Top emotion: Curiosity Brand recognition: 83% Positive purchase intent: 57% Single best thing: Visual Scenes BMW: Zeus & Hera 1st Quarter, 6:53 PM EST, 60s 3 Likability: 745 Top emotion: Curiosity Brand recognition: 83% Positive purchase intent: 50% Single best thing: Characters Lay's: Stay Golden 3rd Quarter, 8:54 PM EST, 60s 4 Likability: 744 Top emotion: Funny Brand recognition: 90% Positive purchase intent: 60% Single best thing: Characters Michelob Ultra: Welcome to Superior Bowl 2nd Quarter, 7:22 PM EST, 60s 5 Likability: 741 Top emotion: Audio Brand recognition: 75% Positive purchase intent: 51% Single best thing: Characters Pringles: Stuck In 3rd Quarter, 8:59 PM EST, 30s 6 Likability: 725 Top emotion: Funny Brand recognition: 86% Positive purchase intent: 65% Single best thing: Product/Visuals Toyota: The Joneses Halftime, 8:05 PM EST, 60s 7 Likability: 721 Top emotion: Funny Brand recognition: 85% Positive purchase intent: 47% Single best thing: Characters NFL: Bring Down the House Halftime, 8:08 PM EST, 120s 8 Likability: 721 Top emotion: Funny Brand recognition: 66% Positive purchase intent: 54% Single best thing: Visual Scenes Verizon: Cable Guy Halftime, 8:25 PM EST, 60s 9 Likability: 711 Top emotion: Funny Brand recognition: 86% Positive purchase intent: 57% Single best thing: Characters Kia: Robo Dog 3rd Quarter, 9:00 PM EST, 60s 10 Likability: 707 Top emotion: Narrative Brand recognition: 83% Positive purchase intent: 44% Single best thing: Characters Data provided by iSpot.tv, The New Standard for TV Ad Measurement Creative Assessment Methodology - Each breaking TV and video ad is rapidly surveyed by 500+ US consumers (demographically balanced to the Census), providing a pure assessment of creative impact. Quantitative and qualitative insights reveal what consumers think and how they feel about an ad. Likability Score - Measures the extent to which Creative Assessment survey respondents like an ad. Scores range from 1-950. A difference of +/-25 points between scores is statistically significant. The norm is 638 taking in account the last 5 Super Bowls. Top Emotion - Creative Assessment measures 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. Brand Recognition - Measures the strength of a brand’s and/or product’s presence in the creative. Equals the percent of survey respondents that accurately identified a brand (unaided) after watching an ad. A difference of +/-3% is statistically significant.The norm is 73% taking in account the last 5 Super Bowls. Positive Purchase Intent - The percent of survey respondents that reported an increased desire to purchase or visit a given brand or product after watching an ad. A difference of +/- 3% is statistically significant.The norm is 23% taking in account the last 5 Super Bowls. Single best thing: - Creative Assessment survey respondents are asked to choose their favorite aspect about the ad. Options include: Characters, Visual Scenes, Music, Brand, Product Itself, Deal or Offer, Message, and None. More Ad Age Super Bowl coverage Watch all the Super Bowl 2022 commercials The best and worst Super Bowl ads, reviewed See all of Ad Age's 2022 Super Bowl news and analysis For the purposes of the chart, Ace focused on “likability,” ranking the 10 commercials that earned the highest ratings in that survey category. (As always, network, show and movie promos, as well as commercials for streaming services such as Netflix and Peacock, were excluded from consideration.) The bottom line: There’s a fair amount of overlap between what consumers found most likable and what many critics thought were the best ads; see, for instance, “The best and worst Super Bowl 2022 commercials,” from Ad Age’s Ad Review team, and “The top 5 Super Bowl 2022 commercials,” according to Ad Age Creativity. Notably, though, the Rocket Mortgage “Barbie Dreamhouse” spot that topped the USA Today Ad Meter doesn’t appear in Ace’s top 10—which makes sense given that the Rocket spot is darkly funny but obviously isn’t intended to give viewers warm, fuzzy feelings. Also included in the chart are four other Ace Metrix survey data points: the top emotion evoked by each commercial, brand recognition (i.e., the percentage of respondents who were able to name-check the brand after watching the ad and then answering the survey), positive purchase intent (i.e., the percentage of respondents who said the ad increased their desire to buy the product) and the “single best thing” (per Ace’s survey language) about the ad in question. Miss any of the Big Game ads? Head here: “Watch all the Super Bowl 2022 commercials.” Join us on March 10 for our free Ad Age In-Depth: Unlocking the Metaverse virtual event. Subscribe to Ad Age now for the latest industry news and analysis.

Top 10 most likable Super Bowl 2022 commercials, according to iSpot’s Ace Metrix

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