Our testing system reads data from multiple sensors for the most accurate result:
- Brain activity using an electroencephalogram (EEG)
- Emotional arousal using galvanic skin response (GSR)
- Facial reactions through micro-facial expression detection
- Eye movements using retina tracking
Next, our proprietary algorithms convert thousands of data points per second into easy to understand metrics.
Here's how the top ads stacked up:
The Top 20 out of of almost 70 ads as measured by neurometrics.
Two Simple Metrics
The algorithm is complicated, so that the results can be simple. We track two metrics that correlate best with which ads are remembered later, increase brand affinity, and affect sales.
The data is then reported second-by-second for the most power to optimize advertising effectiveness in every detail.
You want people to remember and be affected by your ads, which requires their attention.
SPARK Neuro scores attention between 0 and 10. A 0 is totally tuned out and is a 10 means that you are so engaged almost nothing could pull you away. It’s that simple.
Example: A nice attention curve from one of the top Super Bowl ads
If you want to stand out, you need to evoke strong emotions. Emotion is strongly correlated with memory, perception, and decision-making.
SPARK Neuro scores emotion between -10 (negative emotions: fear, anger, sadness, etc.) and +10 (positive emotions: joy, love, relief etc.), with 0 being emotionally neutral.
Example: An ad that gets noticed shows a strong emotional journey
More intense is better. Unlike attention, where higher scores are better, emotional scores are different. The goal is typically to avoid long periods in the neutral zone (close to 0) and to spend more time at the extremes, whether positive or negative. Negative emotions do not translate to disliking an ad. Quite the opposite! An ad that makes you feel tension is telling a more dramatic story.
The Super Bowl is your chance to gain exposure, change minds, and spark action. SPARK Neuro helps brands optimize that opportunity instead of getting drowned out by the noise.
Here is a snippet of second-by-second results from one of the highly performing ads.
"Bye Bye Bye" by Bai ranked in the Top 5. Find out why...
We hope you learned something. It's our mission to educate the industry about the psychology of advertising.
Have we sparked your interest? Reach out!