The Basis to Fight Antisemitism’s “No Motive to Hate” advert captured probably the most consideration from viewers throughout final night time’s Superbowl, in line with the TVision Consideration Index.
The software, which measured shopper consideration all through the occasion utilizing eye-tracking know-how, has recognized which manufacturers, moments and celebrities received the eye recreation on the occasion. Key findings of the analysis are:
- Most attentive second
“No Motive to Hate”, which highlighted the irrational causes behind hate by pitting Snoop Canine and Tom Brady towards each other, topped an inventory of star-studded adverts aired at this yr’s occasion.
Commercial
- Prime 5 adverts that received shopper consideration embody:
- “No Motive to Hate”, The Basis to Fight Antisemitism
- “Massive Males on Cul-de-Sac” Bud Gentle
- “The Name of the Mustaches, Pringles
- “First Supply” Budweiser
- “Cowboy Head” Tubi
- Kendrick Lamar drove halftime engagement
Unsurprisingly, Kendrick Lamar was the clear halftime winner. His efficiency drove an consideration rating 15 factors larger than the halftime common, and 6 factors larger than the very best common quarter.
Talking to what these outcomes present, Mike Follett, professional in shopper consideration and CEO & Founding father of main consideration metrics agency Lumen Analysis mentioned:
“This yr’s Superbowl wasn’t simply received by a single workforce or artist – it was additionally received by the manufacturers who timed their adverts to close perfection. People who received probably the most consideration didn’t place adverts through the extremely anticipated halftime present – they came about throughout Q2 and Q3 of the sport itself.
“Consideration throughout occasions just like the Superbowl ebbs and flows, typically in a extremely unpredictable manner. From the literal state of play to the standard of TV protection, there are a large number of things affecting viewer engagement with excessive profile occasions. For manufacturers investing tens of millions of {dollars} in slots lasting mere seconds, this implies there are an entire host of moments the place shopper consideration might be captured, and extra importantly misplaced.
“This yr’s Superbowl can train manufacturers that it’s not simply starpower that’s key to successful viewers eyeballs – it’s about constructing an image of when viewers are literally watching, and extra importantly once they’re not.”
Notes to Editors
About Lumen
Lumen Analysis is an eye-tracking know-how firm that’s increasing our understanding of human consideration, and serving to manufacturers to show consideration into motion.
The corporate initially developed patented eye-tracking know-how for inventive consideration research, serving to advertisers perceive how customers view promoting throughout on-line and offline media. Since then, Lumen has developed to give attention to serving to manufacturers plan, purchase, measure, and optimise promoting based mostly on consideration throughout all forms of media.
