The Foundation to Combat Antisemitism’s “No Reason to Hate” advert captured the most attention from viewers during last night’s Superbowl, according to the TVision Attention Index.
The tool, which measured consumer attention throughout the event using eye-tracking technology, has identified which brands, moments and celebrities won the attention game at the event. Key findings of the research are:
- Most attentive moment
“No Reason to Hate”, which highlighted the irrational reasons behind hate by pitting Snoop Dog and Tom Brady against one another, topped a list of star-studded ads aired at this year’s event.
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- Top 5 ads that won consumer attention include:
- “No Reason to Hate”, The Foundation to Combat Antisemitism
- “Big Men on Cul-de-Sac” Bud Light
- “The Call of the Mustaches, Pringles
- “First Delivery” Budweiser
- “Cowboy Head” Tubi
- Kendrick Lamar drove halftime engagement
Unsurprisingly, Kendrick Lamar was the clear halftime winner. His performance drove an attention score 15 points higher than the halftime average, and 6 points higher than the highest average quarter.
Speaking to what these results show, Mike Follett, expert in consumer attention and CEO & Founder of leading attention metrics firm Lumen Research said:
“This year’s Superbowl wasn’t just won by a single team or artist – it was also won by the brands who timed their ads to near perfection. Those that won the most attention didn’t place ads during the highly anticipated halftime show – they took place during Q2 and Q3 of the game itself.
“Attention across events like the Superbowl ebbs and flows, often in a highly unpredictable way. From the literal state of play to the quality of TV coverage, there are a multitude of factors affecting viewer engagement with high profile events. For brands investing millions of dollars in slots lasting mere seconds, this means there are a whole host of moments where consumer attention can be captured, and more importantly lost.
“This year’s Superbowl can teach brands that it’s not just starpower that is key to winning viewers eyeballs – it’s about building a picture of when viewers are actually watching, and more importantly when they’re not.”
Notes to Editors
About Lumen
Lumen Research is an eye-tracking technology company that is expanding our understanding of human attention, and helping brands to turn attention into action.
The company initially developed patented eye-tracking technology for creative attention studies, helping advertisers understand how consumers view advertising across online and offline media. Since then, Lumen has evolved to focus on helping brands plan, buy, measure, and optimise advertising based on attention across all types of media.
