Super Bowl Ads – What Can We Learn From Their Creatives?
Last week, we all gathered in front of our TVs to watch what has become an icon event of the year – the Super Bowl! We may have not had a large company of friends & family with us this year but there was pizza & beer, the long-awaited halftime show, and of course the Super Bowl Ads.
Since 1967, super bowl ad slots have been in demand, rising in cost from $70,000 back then to 5 million per minute today. All because of how much the tradition of watching the game is rooted in the American culture. According to CBS, there have been 5.7 million watchers streaming the game this year!
On February 8th, we’ve gathered a full list of all Super Bowl ads of this year to conduct a #PuddingReport of ad creative analysis. Now, we can present our insights on elements that aided the increased likes and views of these ads.
For this analysis, we’ve taken data for the overall number of views and likes on the brands’ official YouTube channels within the first 24hrs since they’ve been released.
Ready? Here it goes!
Pudding AI ad creative analysis of Super Bowl ads 2021:
Don’t start with music
Ads that started without music or with low music and speech performed up to 70% better than ads that started with music. Here’s a great example of Amazon’s ad that first implemented a little background story with speech prior to putting on a song.
Spoiler alert: it’s also our #1 choice in the top performing videos (see below).
No crowds please
Maybe it’s due to the pandemic or maybe not but ads that didn’t include several people in one shot were the ones that received the most views/likes! Perhaps, we’re so accustomed to not seeing large crowds anymore that we feel now more comfortable seeing each person separately.
In the image below, you see Pudding’s analysis of top-performing videos and least performing videos for the number of likes they’ve received on YouTube. The top 3 super bowl ads are barely showing more than 1 person in each scene (the only exception is the beginning of Amazon’s ad).
Sometimes, text size is overlooked on ads with an assumption that bigger text means between comprehension. For super bowl ads, this bias was not true. In fact, small text performed 70% better than large text on video.
This could be due to the fact that super bowl ads are not hard sales and need to tell a story and create an emotional connection. The large text takes away the attention from the visual story presented. Therefore, if your ad creative is hoping to perceive a story, avoid using large text in your creative.
It’s a green year!
Another interesting insight our AI analyzed is the usage of the color blue that showed a consistent decrease in performance. This year, the dominating colors among super bowl ads that have received the most views and likes in the first 24hrs were black, brown, and green.
We’ll leave you to add your ideas as to why people are relating to green this year more than blue in the comments below. We’d love to hear your thoughts!
Our top 14 ads this year
Here’re our winners of this years ads, arranged in order of most likes received in the first 24hrs:
- Jeep (video has been removed due to Bruce Springsteen’s arrest)
- State Farm Insurance
- General Motors
- Uber Eats
- Paramount Plus
If you were to analyze these videos now with our four insights in mind, you’ll see that they in fact: don’t start with music, don’t show groups of people, use small text, and don’t use lots of blue colors!
Finally, what kind of super bowl article would this be without the halftime show, huh?
Of course we have it for you right here just in case you haven’t seen it yet! Now sit back and relax while you watch the Weeknd absolutely killin’ it!