Ipsos: Super Bowl ads won, lost in 5 seconds
Ipsos and RealEyes collaborated on the Facial Coding Study; their research shows that the ads with the most engagement over the last 5 seconds also had high engagement through the bulk of the ad. Doritos, FIAT and Discover ranked in the top 3; all three ads showed 80% or higher engagement for the overall ad.
“While we still have a lot to learn from this rich data set,” said Lana Busignani, president of Ipsos ASI US, “one of the most obvious patterns in the data is how the best ads perform at the end. A spot that tells a great story, but loses people when the sponsoring brand shows up, is a very expensive mistake.”
Some interesting takeaways from the report include:
• For the Doritos ad, engagement climbed steadily from 23% to about 38% for the first 25 seconds
• For the Doritos ad, engagement spiked from about 38% to more than 50% during the last 5 seconds
“If a Super Bowl advertiser can engage the public in the last five seconds of the spot, with its brand immersed in the warm glow of positive emotion, that’s when the ultimate branding payoff occurs,” said Elissa Moses, EVP and head of the Neuro and Behavioral Science Center at Ipsos.
