In Super Bowl LI, the New England Patriots came away with an unprecedented win.
It seems the answer depends on who you ask. According to social media activity, the Netflix: Stranger Things ad ranked #1! And yet, according to survey data, that same Netflix ad came in #49 (out of 66). In one case, a niche fanbase skews the result and in the other case, a general audience reflects show awareness (more than the ad).
Our research answers a different question: How engaging is the ad itself? In other words, how much does it captivate attention and stir emotions? These are the metrics that make an ad break through the clutter.
At SPARK Neuro we go straight to the source--reading human brain and nervous system activity. We ran a large scale study using our neuroscience technology to measure attention and emotion.
Industry standard research methods aren't powerful enough for such a big ad spend. Self-report methods like surveys and focus groups suffer from biases, lack granularity, and miss the subconscious nature of emotion.
The advertising industry needs a more precise, quantifiable and actionable approach.
We conducted live neurological tests during Super Bowl parties as well as in the lab
Our testing system reads data from multiple sensors for the most accurate result:
Next, our proprietary algorithms convert thousands of data points per second into easy to understand metrics.
The algorithm is complicated, so that the results can be simple. We track two metrics that correlate best with which ads are remembered later, increase brand affinity, and affect sales.
The data is then reported second-by-second for the most power to optimize advertising effectiveness in every detail.
You want people to remember and be affected by your ads, which requires their attention.
SPARK Neuro scores attention between 0 and 10. A 0 is totally tuned out and is a 10 means that you are so engaged almost nothing could pull you away. It’s that simple.
The Super Bowl is your chance to gain exposure, change minds, and spark action. SPARK Neuro helps brands optimize that opportunity instead of getting drowned out by the noise.
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