Super Bowl 2016: Winners and Losers

Costanza Scarpa | 12 February 2016

Like a lot of the US, we at Realeyes were glued to our screens on Superbowl Sunday – but it wasn’t for the game. It was so we could collect every ad shown during the game and test people’s emotional reactions to them.

We partnered with data providers Lucid and insights platform Qualtrics to bring you the definitive ranking of the most emotionally engaging ads of #SuperBowl50. Using Lucid’s Fulcrum unit, we tested 72 ads on over 3000 people in the US in record time. 

The Realeyes platform measures how people feel while they watch video content online. People share access to their webcams for the duration of the video, and their facial expressions are tracked, processed and analysed in the cloud. Results appear on our online dashboard in near real-time.

Speed being of the essence to avoid general Superbowl fatigue, we drew on the full scale of Lucid’s access to consumer data for the fastest turnover. We collected over 15000 views and analysed 6.7 million frames in just three hours – enough data to create reliable reports on all 72 ads. 

And the winner is….


PositionBrandCampaignRank %Score
1st Doritos Ultrasound 99 10
PositionBrandCampaignRank %Score
1st Doritos Ultrasound 99.2 10
2nd Marmot Love the Outside 98.5 10
3rd Heinz Wiener Stampede 97.6 10
4th Hyundai First Date 96.5 10
5th Skittles The Portrait with Steve Tyler 96.3 10
Costanza Scarpa
Marketing Communications Executive