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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

Financial Services Category

Tested ads

What elements make Financial Services SuperBowl Ads special?

Participants answered

55%
Storytelling
54%
Sensations / feelings generated
48%
Relevant product information
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Financial Services ADS VS Market IQ

As a whole, the Financial Services category did not do so well and tested below average for US Ads in general. Biometric scores and message transmission could be improved.

TurboTax was the best Ad in the financial services category, with decent message performance, but average emotional performance.

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financial ads performance
Metric performances VS. Benchmark
AVG
Low
High
  • Spreading Tax Expertise
    Brand Performance
    Brand Recall: 92% participants
    First logo visualization: 19% participants
    Closure logo: 63% participants
    TurboTax was the best ad in the financial services category. Their message was communicated well, as it was easy to understand and contained relevant information. Overall, it had an emotional connection with participants, but brand performance was average with room for improvement.
    TurboTax was the best ad in the financial services category. Their message was communicated well, as it was easy to understand and contained relevant information. Overall, it had an emotional connection with participants, but brand performance was average with room for improvement.
    Best  metric
    Message
    83
    pts
    high
    Worst  metric
    Brand Appeal
    (Improved my opinion)
    49
    %
    low
    Attractiveness
    79
    pts
    avg
    Emotional Impact
    Emotional Arousal variation
    11
    %
    high
    Most Impact emotion
    positive
    positive
  • Team State Farm Roster
    Brand Performance
    Brand Recall: 100% participants
    First logo visualization: 71% participants
    Closure logo: 67% participants
    State Farm used celebrities in their Ad which is usually effective to connect with the audience, but on this occasion, they failed to connect at an emotional level. This is evident from the low storytelling and emotional impact scores, two key elements to making a great Ad.
    State Farm used celebrities in their Ad which is usually effective to connect with the audience, but on this occasion, they failed to connect at an emotional level. This is evident from the low storytelling and emotional impact scores, two key elements to making a great Ad.
    Best  metric
    Character Relevance
    84
    pts
    high
    Worst  metric
    Message Relevance
    76
    pts
    avg
    Identification
    65
    %
    low
    Emotional Impact
    Emotional Arousal variation
    7
    %
    low
    Most Impact emotion
    negative
    negative
  • We are all investors
    Brand Performance
    Brand Recall: 86% participants
    First logo visualization: % participants
    Closure logo: 23% participants
    This Ad has scenes with high emotional impact and brand visibility. However, the message was not clear and didn’t connect well with the brand, with participants saying they don’t think the Ad was intended for them.
    This Ad has scenes with high emotional impact and brand visibility. However, the message was not clear and didn’t connect well with the brand, with participants saying they don’t think the Ad was intended for them.
    Best  metric
    Music
    86
    pts
    high
    Worst  metric
    Message Relevance
    70
    pts
    low
    Identification
    51
    %
    low
    Emotional Impact
    Emotional Arousal variation
    23
    %
    low
    Most Impact emotion
    negative
    negative
  • The Four Quarter
    Brand Performance
    Brand Recall: 76% participants
    First logo visualization: 53% participants
    Closure logo: 34% participants
    This Ad doesn't move the participants much from their neutral emotional state. In the beginning, the Angry emotions tick up, but most emotions remain flat throughout the 30 seconds. Due to emotional impact and brand level, the performance is deemed average.
    This Ad doesn't move the participants much from their neutral emotional state. In the beginning, the Angry emotions tick up, but most emotions remain flat throughout the 30 seconds. Due to emotional impact and brand level, the performance is deemed average.
    Best  metric
    Music
    83
    pts
    high
    Worst  metric
    Emotional Arousal
    40
    pts
    low
    Brand Recall
    76
    %
    low
    Emotional Impact
    Emotional Arousal variation
    0
    %
    low
    Most Impact emotion
    negative
    negative

SUPERBOWL

Financial Services Category Ads Winner

Turbotax was the top performer in the financial services category. This Ad has high attention scores and it effectively transmitted their message of being expert tax advisors.
However, it just missed being in the high-performance quadrant (Financial Ads vs. Market IQ) when compared to all Super Bowl Ads tested, especially when we look at the biometric score.

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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