Which Brand’s Super Bowl Ad Won the Emotion Game?

Super Bowl 2020

Super Bowl advertising is of course all about evoking emotion, but it’s not always easy to understand what emotions different ads elicit. 4Sight’s Emotional Lexicon Metric™ does just that – mining thousands of user generated content in social media for the Ad Age Top 10 Super Bowl ads – to measure how online comments are evoking 7 different emotions. In this case, the Emotional Lexicon Metric™ was leveraged to highlight 4 emotions that are critical to breaking thru: Joy, Trust, Surprise & Sadness. Microsoft’s Katie Sowers ad ranked highest among several. And some verbatim comments give a hint to some of the reason why.

Sadness: Several brands elicited more ‘Sadness’ emotions through consumer comments in social media – notably Google’s Loretta at 0.41 while others such as Rocket or Jeep were understandably low on evoking sadness as an emotional reaction.

Surprise: Surprise emotional reactions were lower than Sadness on the high end (0.21 vs 0.41), but also higher on the low end (0.09 vs 0.05). Microsoft’s Katie Sowers ad produced the highest surprised measure at 0.21 followed by Amazon at 0.16.

Joy: Two advertisements produced the most joy from their views. Both Amazon Before Alexa and Microsoft’s Katie Sowers achieved the highest words associated with joy, at 37. The had the narrowest range, perhaps not a surprise as laughter is often the goal, from 23 to 37.

Trust: Trust metrics recorded the highest ratings with Microsoft Katie Sowers having the highest rating at 0.58. while Rocket was 0.14.

Methodology of 4Sight’s Emotional Lexicon Meter™

The 4Sight Emotional Lexicon Meter™ leverages a combination of text analytics, natural language processing and the NRC lexicon to mine user generated content for the emotions evoked by each ad. The lexicon leverages crowdsourced emotional word associations to extract emotional connections to Fear, Anger, Joy, Anticipation, Sadness, Disgust and Trust. In this case, 4Sight mined thousands of comments from social media and blogs responding to the two ads to extract an understanding of the 7 different emotions elicited by the ads. This alone does not tell you the “why behind the what” – e.g. why one ad evokes more fear or less fear– that requires a deeper dive, but it does provide a foundation for understanding what messages are resonating with viewers.

More information about 4Sight can be found on www.4sightadvantage.com.

To view the ads, as well as all ten ads analyzed, visit: https://www.adweek.com/creativity/the-10-best-super-bowl-ads-of-2020/

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