CampaignLive: Study suggests Harrison Ford’s dog was funniest Super Bowl ad

Our take: Ad tech company analyzed four of the biggest ads to find out which brand ruled our emotions over the premiere advertising weekend... | --------------

The results are in and Harrison Ford’s dog won the largest number of smiles this Super Bowl, according to a study conducted by Unruly.

Staff used the UnrulyEQ tool, which creates emotional scores from ads by using data from panel-based surveys and facial coding traces powered by Affectiva.

They also focused on how the responses changed across five key regional footprints in the US: Northeast, West, Southeast, Southwest and Midwest, to highlight how where you live can have an impact on how you perceive ads.

One of the biggest takeaways, as many of the ads went for humor, is that jokes resonate very differently from region to region.

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