Year after year, the automotive category represents one of the biggest spends in Super Bowl advertising. This year, car manufacturers spent roughly $77 million in ad spend during the game in attempts to introduce and highlight new vehicles and technology. Traditional sources show that the category prevailed—with Jeep’s ‘Groundhog Day’ and Hyundai’s ‘Smaht Pahk’ dominating much of the post-game narrative and rankings such as USA Today.
At Ipsos, we passively tracked the biometric response of an audience via galvanic skin response (GSR) as they watched the game, the commercials, half-time show, and everything in between. The collective results give us an insight into how advertising worked immediately and in real time on the viewer, revealing insights which tell a slightly different story.
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