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#1

BMW Super Bowl 2024 Pre-Release, 'Talkin Like Walken' Featuring Christopher Walken, Usher [T1]

746 (17% above norm)
Likeability Score
Funny
Top Emotion
N/A
Est. TV Spend
N/A
Interruption Rate
N/A
Attention Index
#2

State Farm Super Bowl 2024 Teaser, 'Like A Good Neighbaaa: To Be Continued' Featuring Arnold Schwarzenegger

733 (15% above norm)
Likeability Score
Funny
Top Emotion
N/A
Est. TV Spend
N/A
Interruption Rate
N/A
Attention Index
#3

Doritos Dinamita Super Bowl 2024 Pre-Relase, 'Dina and Mita' Featuring Jenna Ortega, Danny Ramirez

726 (13% above norm)
Likeability Score
Curiosity
Top Emotion
N/A
Est. TV Spend
N/A
Interruption Rate
N/A
Attention Index
#4

Nerds Super Bowl 2024 Pre-Release, 'The Union' Featuring Addison Rae, Song by Irene Cara

719 (12% above norm)
Likeability Score
Surreal
Top Emotion
N/A
Est. TV Spend
N/A
Interruption Rate
N/A
Attention Index
#5

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

712 (11% above norm)
Likeability Score
Funny
Top Emotion
N/A
Est. TV Spend
N/A
Interruption Rate
N/A
Attention Index
#6

Hellmann's Super Bowl 2024 Pre-Release, 'Mayo Cat' Featuring Kate McKinnon

711 (11% above norm)
Likeability Score
Funny
Top Emotion
N/A
Est. TV Spend
N/A
Interruption Rate
N/A
Attention Index
#7

Kawasaki Ridge Super Bowl 2024 Pre-Release, 'Mullets' Featuring "Stone Cold" Steve Austin, Song by Colony House

704 (10% above norm)
Likeability Score
Arresting
Top Emotion
N/A
Est. TV Spend
N/A
Interruption Rate
N/A
Attention Index
#8

Drumstick Super Bowl 2024 Pre-Release, 'Doctor on the Plane' Featuring Eric André

700 (9% above norm)
Likeability Score
Funny
Top Emotion
N/A
Est. TV Spend
N/A
Interruption Rate
N/A
Attention Index
#9

2024 Kia EV9 Super Bowl 2024 Pre-Release, 'Perfect 10' Song by Cat Power, Coldplay [T1]

698 (9% above norm)
Likeability Score
Narrative
Top Emotion
N/A
Est. TV Spend
N/A
Interruption Rate
N/A
Attention Index
#10

T-Mobile Home Internet Super Bowl 2024 Pre-Release, 'That Home Internet Feeling' Featuring Zach Braff, Donald Faison, Jason Momoa, Jennifer Beals

695 (9% above norm)
Likeability Score
Funny
Top Emotion
N/A
Est. TV Spend
N/A
Interruption Rate
N/A
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.