In a first of its kind study, Ipsos tested all of the commercials during Super Bowl LII in real-time at a party featuring drinks, snacks and electrodes. Ipsos recruited 45 football fans split between the Eagles and Patriots to watch the game in a theater in New York City. Each participant wore biometric sensors that measured their emotional arousal based on galvanic skin response (GSR). This new technology from Shimmer Research allowed Ipsos to measure nonconscious response to every commercial throughout the duration of the ad.
“We created a Super Score for each spot based on four key drivers of great ads: 1) The first five seconds reflect an ad’s ability to hook viewers emotionally. 2) The last five seconds reveal excitement over the major brand reveal. 3) The average arousal over the course of the ad, meaning overall excitement power and 4) the highest ad scene peak telling us which ads brought viewers to the highest summit of emotion,” explains Elissa Moses, CEO, Ipsos Neuro and Behavioral Science Center.