“Cross-media measurement” is something we hear a lot, and it’s the sweet spot for our Proof product suite. Generally, though, this refers to digital media measurement only, and a great marketing mix goes further than that. We used Proof to look at measuring brand awareness generated by live event spend and placement – during Super Bowl 50. Our conclusion? YES – it is possible to measure rising and falling awareness during an event, in real time.
Emotion measurement technology was used to track the facial recognitions of more than 3000 people during the game’s advertisements, and found that Doritos, Marmot, and Heinz had the most engaging ads in recent Super Bowl history.
Animals and ultrasounds struck a chord with viewers.
While most people were kicking back, relaxing and watching the Super Bowl over the weekend, software company Lucid and insights platform Qualtrics were conducting a study to determine the most engaging commercials of the year by measuring people’s facial expressions.
Facial tracking tech reveals Doritos had the most disgusting, but emotionally engaging Super Bowl ad
Doritos, recently crowned the most shared ad of the Super Bowl 2016 by Unruly, has now been revealed in a RealEyes/Lucid/Qualtrics study as the most emotionally engaging, even if that emotion is disgust.
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