Innerscope Research has released the results of its biometric tests of the 2009 Super Bowl ads, and found that three of the top 5 ads seemed tied to the concerns people have about the current economy and financial security. The top scoring ads were:
1. CareerBuilder.com — It’s Time
2. Cash4Gold — Heeere’s Money
3. Castrol Oil — Monkeys
4. GoDaddy.com — Shower
5. Bud Light — Meeting
The first two ads directly addressed financial concerns, and #5, Bud Light’s “Meeting,” involved a discussion of cost-cutting measures. According to Dr. Carl Marci, CEO and co-founder of Innerscope Research, “Your unconscious emotions reveal what your conscious thoughts cannot. The benefit of biometrics is that we can identify how people truly feel, and the economy is pervasive.”
Innerscope describes their methodology:
Innerscope’s study featured 46 culturally diverse participants ages 21-35, who were closely split among Steelers and Cardinals fans and balanced for men and women. Participants wore lightweight, wireless biometric vests that allow for a natural viewing experience. The biometric vests monitor four indicators that form the biological basis of emotion — heart rate, breathing, skin sweat and motion. Monitoring those participants throughout the game generated more than a half billion data points that were analyzed overnight.
Will we see some other neuromarketing-driven ad rankings? I’d note that my own “winner” pick, Hyundai, didn’t make the list of most emotionally engaging. I also found Innerscope’s #1 pick (CareerBuilder.com) to be as annoying as nails-on-a-chalkboard due to the repetition, but many other people I know found it funny.