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#1

BMW Super Bowl 2024 TV Spot, 'Talkin Like Walken' Featuring Christopher Walken, Usher [T1]

746 (17% above norm)
Likeability Score
Funny
Top Emotion
$13,800,000
Est. TV Spend
1.59%
Interruption Rate
158
Attention Index
#2

Kung Fu Panda 4 Super Bowl 2024

738 (15% above norm)
Likeability Score
Curiosity
Top Emotion
$7,000,000
Est. TV Spend
1.46%
Interruption Rate
164
Attention Index
#3

Volkswagen Super Bowl 2024 TV Spot, 'An American Love Story' Song by Neil Diamond [T1]

731 (14% above norm)
Likeability Score
Nostalgic
Top Emotion
$13,800,000
Est. TV Spend
2.73%
Interruption Rate
145
Attention Index
#4

Doritos Dinamita Super Bowl 2024 TV Spot, 'Dina and Mita' Featuring Jenna Ortega, Danny Ramirez

726 (13% above norm)
Likeability Score
Curiosity
Top Emotion
$13,400,000
Est. TV Spend
1.47%
Interruption Rate
151
Attention Index
#5

State Farm Super Bowl 2024 TV Spot, 'Like a Good Neighbaaa' Featuring Arnold Schwarzenegger, Danny DeVito

726 (13% above norm)
Likeability Score
Funny
Top Emotion
$13,400,000
Est. TV Spend
1.27%
Interruption Rate
157
Attention Index
#6

2024 Toyota Tacoma Super Bowl 2024 TV Spot, 'Dareful Handle' [T1]

724 (13% above norm)
Likeability Score
Curiosity
Top Emotion
$7,000,000
Est. TV Spend
1.16%
Interruption Rate
146
Attention Index
#7

State Farm Super Bowl 2024 TV Spot, 'Neighbaaa: Choppaaa' Feat. Arnold Schwarzenegger

719 (12% above norm)
Likeability Score
Funny
Top Emotion
$6,700,000
Est. TV Spend
1.66%
Interruption Rate
133
Attention Index
#8

Nerds Super Bowl 2024 TV Spot, 'The Union' Featuring Addison Rae, Song by Irene Cara

719 (12% above norm)
Likeability Score
Surreal
Top Emotion
$7,000,000
Est. TV Spend
0.97%
Interruption Rate
156
Attention Index
#9

Pluto TV Super Bowl 2024 TV Spot, 'Couch Potato Farm'

712 (11% above norm)
Likeability Score
Curiosity
Top Emotion
N/A
Est. TV Spend
4.67%
Interruption Rate
159
Attention Index
#10

Popeyes Super Bowl 2024 TV Spot, 'The Wait Is Over' Feat. Ken Jeong, Song by DJ Snake, Lil Jon

712 (11% above norm)
Likeability Score
Funny
Top Emotion
$7,000,000
Est. TV Spend
0.72%
Interruption Rate
148
Attention Index

Glossary Of Terms

Likeability Score
Measures the extent to which Creative Assessment survey respondents like an ad. Scores range from 1-950 and are compared to a norm of the last five Super Bowls, the average of which is 641.
Top Emotion
We measure 57 emotional reactions to an ad derived from hundreds of Creative Assessment survey respondent verbatim comments. The Top Emotion represents the reaction with the strongest signal and is at minimum stronger than 75% of all ads for that specific emotion.
Est. TV Spend
Est. TV Spend is calculated by multiplying the impressions by the cost per 1,000 viewers (CPM) divided by 1,000. It provides a foundation for an apples-to-apples comparison across all media units and advertisers.
Interruption Rate
The percentage of devices that were present at the beginning of an ad but did not complete watching the ad. Actions that interrupt ad play include changing the channel, pulling up the guide, fast-forwarding, or turning off the TV. The Interruption Rate is measured on a scale from 0 to 100%.
Attention Index
A comparison of your ad’s Interruption Rate against your specific media placement. The Attention Index is measured on a scale of 0 to 200, where 100 is the average and means your ad is performing as expected.