Super Bowl LII ad scorecard: The touchdowns

Despite a 7% decline in ratings, advertising spend for last Sunday's Super Bowl LII still managed to surpass more than $414 million, the second highest year on record. With eyeballs dropping and the price to reach those eyeballs rising (average cost of 30s in the Big Game remains well over $5 million USD), there's even more pressure on advertisers to maximize return on this investment.

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Super Bowl LII ad scorecard: The field goals

Super Bowl LII undoubtedly had some amazing ads. Some were excellent at capturing the audience's attention, like Febreze's The Only Man Whose Bleep Doesn't Stink. Others excelled in driving emotional resonance and consideration, like Amazon's Alexa Lost Her Voice. And let's not forget (as if we could) the most memorable spots from the Super Bowl, like Hyundai's hilarious Ref To The Rescue.

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Super Bowl LII ad scorecard: The sacks

In our previous Super Bowl 52 Ad Scorecard posts, we've looked at which ads scored touchdowns when it came to garnering audience Attention, Connection and Encoding. We've also looked at which spots came up just short, "settling for field goals" in comparison to Sunday's top ads. In this final installment, we'll take a look a which brands got sacked by the competition.

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The science of sports sponsorship activation — Part 1

Global sponsorship spending is estimated to reach almost $63 billion in 2017, according to IEG, a sponsorship measurement firm. In North America, the biggest regional market for sponsorship, 70% of the more than $23B in sponsorship investment is sports-related. That’s more than $16B committed to sponsoring sport in the US and Canada. And it’s growing.

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The science of sports sponsorship activation — Part 2

Sports properties offer unique placement opportunities. But many advertisers aren’t taking full advantage of these opportunities to maximize the impact of their brand communications. While live sports are often on brand media plans to drive reach, or as a way to communicate with hard-to-reach audiences (or both), few advertisers and agencies are fully leveraging the depth element to sports. This is the level of connection, or ‘lean in’, that sports have on audiences.

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The science of sports sponsorship activation — Part 3

Now that you’ve done all this work aligning your message to your audience’s sensibilities (see tip #1), and ensuring you’re maximizing the effectiveness of your media placements (see tip #2), you need to understand how these initiatives are cementing brand connections in your target's heads. That means deploying Implicit Association Testing.

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2017's most heartwarming Christmas spot

It seems that most families have some sort of holiday tradition. At Brainsights, ours is measuring the most heart-warming spot of the year. In 2015, we had a tie between Sainsbury's Mog's Christmas Calamity and John Lewis' viral sensation Man On The Moon. You probably remember seeing those ads in your social media feed....the John Lewis ad has been viewed almost 30 million times to this day.

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Your brain on LCD Soundsystem

To say that music evokes some of the most visceral emotions we have as humans would hardly be considered a controversial statement. And music fans are often highly opinionated when it comes to what they love or hate. That being the case, Brainsights recently set out on a mission to tackle a controversial question: “How can we determine a band's biggest fan?”

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What your brain told us about TIFF 2017

For movie-loving Torontonians, TIFF is the most exciting time of the year. But as it’s still early in the film festival calendar, there’s little known about the films to be screened; audiences don’t have the luxury of widespread critical reception on which to base their film-watching choices. Instead, they must rely more on the film trailers. This places the onus on the films’ creators and marketers to deliver the most compelling, heart-thumping, palm-sweating, pupil-dilating, mind-blowing film ad to drive interest and buzz. Not an easy feat.

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Polling the subconscious — Hillary's emails

It’s plagued the Democratic candidate throughout the campaign, an issue that Trump has pressed relentlessly to assert his claims of Hillary’s corruption. But is there anything we can learn from neuroscience regarding how much the email scandal hurts Hillary? And what happens now with the announcement by the FBI director of fresh material to consider?

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Terry Fox and the new Canadian identity

Few people have captured the imaginations of Canadians quite like Terry Fox. But is that what their brains say? As a kid growing up in the 1980s and 1990s, the presence of Terry Fox was as familiar and ubiquitous as pizza and donut days at school. Each September, young and old alike lined up to run in Terry Fox’s memory and raise money for his cause (cancer research, a cause to which so many of us have a personal connection). 

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The perils and potential of "going viral"

One year ago this month, Microsoft Advertising released a study exploring consumers’ shrinking attention spans. In it were details of how social media and mobile device addiction were re-shaping how our brains work — how we’re able to pay attention (or not) in the face of proliferating media and consumer technology. Brainsights ran a big portion of that research for Microsoft, measuring the brain activity of more than 100 adults as they performed a range of tasks and consumed a range of content across various screens. 

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