Super Bowl 2022
Automotive special edition
The battle for attention and engagement
It is the most-watched world event and has a reach of about 100 million viewers. The cost per 30" spot this year reached $6.5 million. Who will have hit the target deep down?
Commercials analyzed
Five automotive spots compared.
Nissan
Duration 60"
BMW
Duration 60"
TOYOTA
Duration 90"
GM
Duration 90"
KIA
Duration 60"
The results
Global Index
Indicates the overall value concerning the content analyzed and determined from the combination of the underlying metrics. Emotional impact considers all emotions regardless of their valence (positive or negative). The result is divided into three levels: Low Impact (0-49%), Average Impact (50-69%), High Impact (70-100%).
GM 85% Global Index | Toyota 70% Global Index | Bmw 69% Global Index | Kia 69% Global Index | Nissan 65% Global Index |
ADVERTISER | CAMPAIGN | GLOBAL INDEX | ATTENTION | ATTENTION SPAN | ENGAGEMENT |
GM | Dr. EV-il | 85% | 66% | 8.4 sec. | 98% |
Toyota | Start Your Impossible | 70% | 64% | 10.1 sec. | 68% |
Bmw | Zeus & Hera | 69% | 66% | 7.2 sec. | 73% |
Kia | Robo Dog | 69% | 66% | 8.6 sec. | 67% |
Nissan | Thrill Driver | 65% | 69% | 6.2 sec. | 64% |
The attention
The Nissan commercial generate the highest overall attention level even though the attention threshold was the lowest of all. To be considered, all commercials were below the norm.
Ad spend and efficiency
Let's see in detail how profitable the relationship between advertising investment and eCPM cost has been. The eCMP is the cost per thousand impressions that considers the attentional and emotional values to determine an economic value linked to creativity. The relationship between CPM and eCPM determines the efficiency of the campaign. Calculating an average reach of 100 million viewers and the cost for a 30-second spot is $6.5M, the average CPM should be around $64. Assuming this data, the value of the eCPM determines the most appropriate cost for that particular spot.
ADVERTISER | AD SPEND | CPM | eCPM | EFFICENCY |
1. GM | $ 32 Million | $ 64 | € 59,41 | 108% |
2. Bmw | $ 13 Million | $ 64 | € 68,87 | 93% |
3. Kia | $ 13 Million | $ 64 | € 69,40 | 92% |
4. Toyota | $ 32.5 Million | $ 64 | € 74,82 | 86% |
5. Nissan | $ 13 Million | $ 64 | € 86,05 | 74% |
Methodology
Emotiva measured the attentional and emotional response of 5 automotive commercials that aired during Super Bowl night. The analysis lasted three days to give people time to view the content. It was conducted in the United States of America involving about 750 people - approximately 150 for each video. You can view the results across different metrics on the dashboard and quickly highlight the video that generated the best result.
5
Commercials
750
Respondents
2
Days
View the dashboard
