Sands Research, a neuromarketing firm, has announced it’s 4th annual neuro ranking of Super Bowl ads. This year the hands down winner was the Volkswagon Darth Vader commercial.
Is That Really News? (Hint: yes, and you’ll want to keep scrolling.)
After all, YouTube views for the VW commercial will probably have hit the 30 million mark by the time you read this. In case you’ve been living under a rock, here it is.
Compare that to the roughly 7 million views of my personal favorite from Chrysler.
And then compare it to the Neuro Ranking chart from Sands Research (click for larger image):
Again, Big Deal, Right?
Wrong. These rankings may not seem surprising given the virility of the top videos.
What you may not know about this ranking is that the measurement factors had nothing to do with viewing behavior (how many times viewed), and in fact seems to have accurately predicted the relative viral success by measuring brain activity and eye-tracking. Here’s the VW Darth Vader commercial again, only this time you can see real-time brain activity and visual “hot-spots” overlaid on the video that show where the person was focused. Check it out (clicking the image below will open a new window, be sure to come back to finish the story.)
This data was collected before the rest of the world could vote on each commercial’s success through viral sharing, etc. By tracking eye focus while simultaneously measuring brain activity through EEG, Sands Research data did a reasonable job of predicting which commercials would have the most impact.
“As you will see in the Volkswagen ad, the positive and negative emotional response flows with the commercial and ends on an extremely positive point,” said Dr. Sands. “By creating an engaging and emotional storyline with strong positive response, viewers were extensively engaged and strongly recalled the spot and more importantly, specifically recalled the brand associated with the commercial. Too often that correlation is lost and key branding moments are missed.”
You’ll notice how clever Volkswagon was in putting the logo right at eye level as we get sucked into the emotional finale of the story.