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Ad champ 2021

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Wielding the power of technology to
measure Ads & Brand performance

As millions of viewers continue to talk about the Superbowl, Synapbox analysed the highly anticipated Ads that aired, to find the winners of this year's Ad game.

RESULTS From

Chips Category

Tested ads

What elements make Chips SuperBowl Ads special?

Participants answered

59%
Humor
42%
Storytelling
39%
Appearance of celebrities / fantasy
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Chips ADS VS Market IQ

The snacks category stands out the most from the Super Bowl Ads tested, with most of them having a good balance between emotional impact and the role of the brand.

Doritos, Cheetos, and Fritolay are located in the high-performance quadrant (green) with their ads currently trending on social media.

planogram
super bowl
financial ads performance
Metric performances VS. Benchmark
AVG
Low
High
  • Night before Super Bowl
    Brand Performance
    Brand Recall: 92% participants
    First logo visualization: 84% participants
    Closure logo: 16% participants
    FritoLay was the best Ad tested from the Super Bowl. The virality scale metrics are significantly higher than the average and the high emotional impact combines perfectly with the correct transmission of the message. One suggested improvement is to shorten the length of the video as attention scores are at medium levels.
    FritoLay was the best Ad tested from the Super Bowl. The virality scale metrics are significantly higher than the average and the high emotional impact combines perfectly with the correct transmission of the message. One suggested improvement is to shorten the length of the video as attention scores are at medium levels.
    Best  metric
    Virality Scale
    87
    pts
    high
    Worst  metric
    Brand Appeal
    (Improved my opinion)
    77
    pts
    low
    Attractiveness
    86
    pts
    avg
    Emotional Impact
    Emotional Arousal variation
    11
    %
    high
    Most Impact emotion
    positive
    positive
  • Flat Matthew
    Brand Performance
    Brand Recall: 90% participants
    First logo visualization: 98% participants
    Closure logo: 22% participants
    Doritos had a high emotional impact because of its humor but average levels regarding message transmission that reduces ad relevance. Angry emotion ticks up when Matthew McConaughey was in the vending machine which makes sense as part of the story.
    Doritos had a high emotional impact because of its humor but average levels regarding message transmission that reduces ad relevance. Angry emotion ticks up when Matthew McConaughey was in the vending machine which makes sense as part of the story.
    Best  metric
    Emotional Arousal
    51
    pts
    high
    Worst  metric
    Message Statements
    75
    %
    low
    Message Relevance
    78
    pts
    avg
    Emotional Impact
    Emotional Arousal variation
    13
    %
    high
    Most Impact emotion
    negative
    negative
  • It wasn’t me
    Brand Performance
    Brand Recall: 95% participants
    First logo visualization: 95% participants
    Closure logo: 64% participants
    Cheetos did well by including celebrities in their Ad. They helped to build a strong emotional engagement but failed to transmit and help understand the overall message.
    Cheetos did well by including celebrities in their Ad. They helped to build a strong emotional engagement but failed to transmit and help understand the overall message.
    Best  metric
    Famous Characters
    85
    %
    high
    Worst  metric
    Message Perception
    80
    pts
    avg
    Message Relevance
    78
    %
    avg
    Emotional Impact
    Emotional Arousal variation
    13
    %
    high
    Most Impact emotion
    positive
    positive
  • Space Return
    Brand Performance
    Brand Recall: 91% participants
    First logo visualization: 76% participants
    Closure logo: 58% participants
    Pringles' story was interesting for participants which impacted them emotionally and achieved a high brand recall. However, it was not a good fit with the brand which affected its overall attractiveness level.
    Pringles' story was interesting for participants which impacted them emotionally and achieved a high brand recall. However, it was not a good fit with the brand which affected its overall attractiveness level.
    Best  metric
    Brand Recall
    91
    %
    high
    Worst  metric
    Fit with the
 Brand
    58
    pts
    low
    Attractiveness
    76
    pts
    low
    Emotional Impact
    Emotional Arousal variation
    7
    %
    high
    Most Impact emotion
    positive
    positive

SUPERBOWL

Chips Category Ads Winner

Fritolay was the top performer in the snacks category. This Ad had a good balance between emotional impact (high positive emotions) and rational performance (effective transmission of the main message). This ad is in the high-performance quadrant (Chips Ads vs. Market IQ) when compared to all Super Bowl Ads tested.

Through our Linkedin, we will be releasing our webinars to tell you more about the Super Bowl findings.
Also, we will be giving some access to our platform so you can enjoy its full potential for a while.n enjoy its full potential for a while.

To learn more about this Ads and access interactive data.

SAMPLE CHARACTERISTICS

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