Super Bowl Ad Center/2025

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.