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Artificial Intelligence Emotion Tracking Advertising

M&M’s scores most emotionally engaging Super Bowl ad according to AI face-reading tech


By Kyle O'Brien, Creative Works Editor

February 5, 2019 | 3 min read

Plenty of people have opinions on their favorite ad during the Super Bowl. But according to emotional AI company, Realeyes, the ad that rose to the top was M&M’s ‘Bad Passengers,’ which the company found was the most emotionally engaging ad of Super Bowl LIII.

Realeyes study

Realeyes Super Bowl study used AI

New data released by emotion AI company Realeyes, used webcams and its face-reading technology to rank this year’s Super Bowl ads based on how much attention and emotional engagement they generated from viewers.

Realeyes, which uses AI tech to help brands such as Coca-Cola and Hershey’s maximize the impact of their video marketing, found the M&M’s spot was the most engaging ad aired during the game.

The 30-second commercial, which stars Christina Applegate struggling to stop the M&M's characters Red, Yellow, and Orange from misbehaving in the back seat, attracted an overall score measuring emotional impact and level of attention of 9.72 out of 10.

The ad finished at the top of the pile after eliciting the joint second strongest emotional responses from viewers and joint third highest levels of continuous attention, putting it just ahead of Bubly’s ‘Michael Buble vs Bubly’ (score 9.68).

Mint Mobile’s “Chunky Style Milk That's Not Right” and Dietz & Watson’s “Craig Robinson Likes Dietz Nuts” were joint third (score 9.66).

Realeyes Super Bowl study

Other brands to feature in Realeyes’ top 20 Super Bowl 2019 Ad Effectiveness Chart included Doritos, Pringles, Audi, Pepsi, T-Mobile, Bud Light, and Microsoft.

High-profile campaigns from Burger King, Google, Amazon, and Kia all failed to make the top 20. Bumble’s ‘The Ball Is in Her Court,’ featuring tennis star Serena Williams, finished last (67). That is surprising, since the ad scored well with many, including industry people and the 3% Conference.

3% Conference tweet

Realeyes chief executive officer, Mihkel Jäätma said: “The Patriots may have won the game, but M&M’s was the real winner of the Super Bowl last night, producing an attention-grabbing ad with real emotional punch.”

Realeyes’ 2019 Super Bowl Effectiveness Study was compiled using the AI company’s facial recognition technology, which measured the attention levels and emotional reactions of more than 1,300 US consumers as they watched 67 of the ads broadcast during the 2019 Super Bowl. Rankings were based on attraction, retention, engagement, and impact, along with attention levels.

Follow all of The Drum’s Super Bowl coverage here.

Artificial Intelligence Emotion Tracking Advertising

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