UNCOVER THE INDICATORS OF
A VIRAL SUPER BOWL AD
Coming off the heels of Super Bowl LI, Canvs wanted to determine how people felt about its most Reacted to ads. Specifically, we were looking to determine which ads resonated with viewers the most and how people felt about what they saw. Using Facebook as a way in, we analyzed how fans felt about this year’s Super Bowl ads in order to understand if there was a connection between ad performance and emotions.
Key findings AT A GLANCE
A 1% increase in crazy saw a 21% increase in shares.
Audience members went crazy about the Stranger Things S2 announcement.
3 of the top 5 Super Bowl ads were either movie trailers or series.
In order to gauge a sense of how the Super Bowl LI ads performed, executives in the advertising and marketing space look at a multitude of metrics. While there were many metrics to consider, Canvs focused on how people's emotions aligned with the most shared Super Bowl ads.
Because most Super Bowl ads are posted online and shared in advance of their official linear airtime during the big game, Canvs was able to measure these ads using our Owned Facebook functionality. We focused on measuring the connection between shares and their relationship with emotions.
Our assumptions going into this analysis was that success can not be defined as simply making a Super Bowl ad. Something about it must truly stand out in order to achieve a desired virality.
- Identified the Super Bowl ads that are on Facebook.
- Processed and analyzed these ads in Canvs using our emotion technology.
- Measured trends between higher level of shares and key emotion indicators.
We focused this analysis on Facebook and more specifically on the emotional indicators around shares in order to tell how people felt about some of the biggest Super Bowl ads.
- When it comes to Super Bowl ads, the crazier the better. The Super Bowl sets a very high bar for ads. Ads can't simply be entertaining, they need something special to stand out. Our emotions of the Super Bowl reflected this trend. Ads that drove higher shares of crazy had more shares. In fact, a 1% increase in crazy saw a 21% increase in shares.
- Audience members went crazy about the Stranger Things season 2 announcement. The Stranger Things ad was the most shared and most crazy Super Bowl ad. The key drivers for this was the "insane" wait for Season 2 (Halloween 2017) as well as surprise about the announcement.
- Movies and TV led the pack among the craziest ads. 3 of the top 5 Super Bowl ads were either movie trailers (Transformers and Fast and Furious) or series (Stranger Things). One explanation for this trend is these ads had a specific release date and therefore a reason for fans to go crazy. Additionally, they also had high production values and very 'intense' cinematography.
% Share of Crazy Reactions