MRI^® Rescores AdWeek’s Top 10 Super Bowl LVII Ads

Market Ready Index^® score predicts performance, ROI, and areas for improvement.

Super Bowl ads have evolved from one-off spots to integrated marketing campaigns that live on social media and other platforms well before and long after the game. According to AdWeek, the leading source of news and insight serving the brand marketing ecosystem, advertisers invested more than $7 million USD to air a 30-second commercial during Super Bowl LVII. According to their experts, the ads have become “either the biggest waste of money, or the best bargain ever.”

How do you know if a television commercial is effective?

Market Ready Index^® objectively analyzes the key drivers of effective communication. The resulting scientific data provides predictive analytics that impacts strategy, reduces costs and increases performance. In this article, we contrast our data against subject matter expert to demonstrate the differences in our evaluation.

AdWeek ranked The 10 Best Super Bowl Ads of 2023 according to their Editors analysis, although the criteria and process were not revealed. In their perspective, “a sizable portion of this year’s freshman class made some of the most memorable creative of the night.”

Market Ready Index^® Analysts evaluated the same television commercials according to its objective assessment process resulting in a data-driven Top 10. The top-level empirical data and summarized insights are shared throughout this article with key takeaways at the end.

#10 Crown Royal : Thank You Canada

In their analysis, AdWeek noted that Crown Royal’s “Thank You Canada” ad “stands out for a couple of reasons—namely, its litany of fun facts and Foo Fighters frontman Dave Grohl.” Ranked #8, editors described it as “a bold, fitting entry into the Big Game.”

In MRI’s analysis, the spot ranked #10 with a score of 19.4, a noticeable -37.5 below the minimum (57.0) benchmark for this type of company (Fortune 500, B2C). The assessment revealed the Statement (one of 12 Elements measured) was remarkably deficient as the spot spoke about Canadian history and very little about the product.

#9 Doritos : Jack’s New Angle

In what AdWeek editors describe as, “a wonderfully absurd premise,” Dorito’s “Jack’s New Angle” presents “one superstar’s sudden obsession with triangles” featuring Jack Harlow, with appearances by Missy Elliott and Elton John. In the #9 ranked spot, Harlow searches for a new idea and sees a triangle-shaped Dorito.

Based on MRI’s assessment, analysis reveals a poor performance with a score of 24.66, that’s -32.34 below the 57.0 minimum. In reviewing poor performing elements, the Statement scores poorly because the communication is unclear, and the language loosely connects the product with the audience, resulting in weak engagement.

#8 Workday : Rock Star

AdWeek uses the term “killer” in their review of Workdays “Rock Star”, a 60-second plea by Ozzy Osbourne, Billy Idol and Joan Jett to stop overusing words for inappropriate hyperbole (noun, exaggerated statements or claims not meant to be taken literally). Ranked #2 by editors, the spot shows real rock stars correcting HR managers who misuse the word at work.

According to MRI^®, the spot scores a 47.76, which is -8.54 below the minimum target score (57.0). The Statement suggests that the product can make users “a Finance or HR rock star.” The greatest opportunity for improvement is its Action: “an instrument that encourages a targeted audience to execute a desired behavior.”

#7 Netflix/GM : Why Not an EV?

“Why not an EV?” is a 60-second collaboration between GM, Netflix and Will Ferrell described by AdWeek as “a must-see event” and ranked #4. The spot parodies popular Netflix titles as the backdrop for the celebrity-driven dialogue.

The entertainment value is immense, and in MRIs analysis, overshadows the more important Message of the call for more electric vehicles and the collective organizations’ commitment to the environment. This commercial scored 48.5, which is -7.4 below the minimum target score.

#6 Dunkin’ : Drive-Thru with Ben

According to AdWeek, Dunkin’ invested $14 million USD to air “Drive Thru with Ben”, a 60-second television commercial featuring Ben Affleck as a drive-thru attendant. Directed by Affleck and featuring a cameo by his wife, Jennifer Lopez, the spot features the actor offering customers a $1 donut with the purchase of a coffee.

MRI analysts scored this spot at 50.7, acknowledging the strong Brand and Content, but unanimously identified a missed opportunity for a Call-to-Action, which could have resulted in the spot paying for itself.

#5 Uber One : One Hit for Uber One

AdWeek ranked Uber One’s “One Hit for Uber One” at #5 on their Top 10 list. The ad featured performances by Diddy, Montell Jordan, Donna Lewis, Kelis and Haddaway to offer viewers “an unexpected bop” for the Super Bowl.

MRI Analysts ranked this spot at #5 with a score of 53.9, noting well-performing elements including Initial Impact, Visual Appeal and Content. Analysts, again, identify a missed opportunity for a Call-to-Action, which could have resulted in increased engagement.

#4 Molson Coors : High Stakes Beer Ad

AdWeek reported that Molson Coors “High Stakes Beer Ad” was one of the most effective ads of the night, and ranked it #3 on their Top 10. In a high-octane 60-second spot that shows Miller Light and Coors Light in a bar-brawl, both brands lose to Blue Moon.

MRI scored the spot at 60.3, well within the established (57.0-66.0) benchmarks, noting key elements contributing towards its success, including Initial Impact, Brand, Statement and Content.  Analysts, again, noted the lack of a Call-to-Action, which could have resulted in increased engagement after the game.

#3 PopCorners : Breaking Good

PopCorner’s revisit of “Breaking Bad” was described as “supreme” by AdWeek Editors, citing that “distilling a decidedly adult show into a family-friendly spot without making it cringeworthy while still centering on the product.” The spot was ranked #7.

MRI ranked this spot at #3. Analysts scored the spot at 61.6, noting key elements contributing towards its success, including Initial Impact, Visual Appeal, Statement and Content.

#2 Tubi : Interface Invasion

AdWeek editors ranked Tubi as the #1 spot, noting that the streaming service had one clear strategy: Awareness and recall. Tubi’s first ad, a 60-second “Rabbit Hole,” was described as “utterly bizarre, leaving viewers wondering what the deal was with these giant rabbits abducting random people.” Its second 15-second spot, titled “Interface Invasion,” nearly broke the football game, making it appear as if Tubi hacked viewer’s TVs and they were no longer watching the Super Bowl. Its final 15-second spot, titled “Gardener,” emphasized the rabbits again, cementing the image of Tubi’s new terrifying mascot into the nightmares of 100 million people.

MRI scored the spot at 62.2, far exceeding the established (+8.2) benchmarks. Analysts note key elements contributing towards its success, including Initial Impact, Brand, Statement and Content, despite a missed opportunity for a Call-to-Action, which could have resulted in new users by the end of the game.

#1 NFL : Run With It

The NFL is a recurring advertiser across its own programming, and this year it advertised its commitment to women in a 60-second commercial titled, “Run With It.”. AdWeek editors ranked the spot #5 and noted that women were placed so firmly at the center of its biggest ad of the year. “The action is sharp, the dialogue is funny, and the promise of a better, more equitable industry landscape is something to look forward to.”

Market Ready Index^® scored the NFL spot at 63.9, towards the top of the benchmarks (67.0). Analysts ranked this spot #1 and noted the many key elements contributing towards its success, including Initial Impact, Brand, Visual Appeal, Message and Content that helps meet the objective of awareness. With the closing Statement of “To the women pushing football forward, we can’t wait to see where you take this game,”the spot will most likely meet the objective of engagement.

Key Takeaways

• Everyone agrees that evaluation is important, but not all experts agree on how. Market Ready Index^® was scientifically designed for objective evaluation which provides quantifiable data that is actionable.
• Benchmarks provide a metric to measure against, and a common point of reference. Without benchmarks, there is no understanding of a score.
• What we can measure, we can manage, and what we can manage we can improve, over time.
• Whether it’s $7 million on a Super Bowl commercial, or $1 million on trade shows and conferences, every investment should generate a return.
• Understanding the potential for performance, in advance of costs, reduces the risks associated with marketing communications and provides a greater opportunity for success.

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