Super Bowl LIII ad scorecard: The sacks

So far in this year’s Super Bowl Ad Scorecard, we’ve seen which ads came out on top as well as which ads fell mid-tier when it comes to engaging Canadians at the subconscious level of the brain. In this final installment, will look at which ads made like the Rams’ offensive and failed to get anything going.

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What really matters to Torontonians?

Socio-political issues that matter to Torontonians can spark local debates, on- and off-line but what does the subconscious brain say? Since the subconscious is the part of the brain where decisions are made, Brainsights deployed its audience brain measurement platform to better understand what issues really matter to Toronto voters ahead of the municipal election on October 22nd.

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Why explore porn?

There’s overwhelming scientific evidence that our unconscious minds are steering our decision-making. Despite this, there’s a stubborn habit that we humans have – in the marketing industry and beyond – of clinging to both what we know, and what we’ve always done before. In consumer research, that means thinking that focus groups, surveys and digital analytics will reveal true consumer motivation. (They won’t).

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Politics And The Brain - 2018 Ontario provincial election

Voting is one of the most important processes we can participate in as citizens of a well-functioning society. But, before checking that box on the ballot, we have a responsibility to inform ourselves before making a decision. Information on the candidates themselves are plentiful, but we make decisions on more than just facts - emotion and bias also play important roles in our decision-making process.

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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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