2022 Big Game Ad Analysis

Sentient measures emotion to understand ad effectiveness in the Big Game of advertising. Ranking the top ads on their ability to engage and influence using behavioral science not opinions.

By Julie Hall
February 2, 2022

When it comes to television advertising, the Super Bowl is more than just a football game.

Event Overview

It’s become the biggest collective moment in brand marketing and one of the last standing collective viewing experiences on television. Some Super Bowl spots, become iconic and are remembered for decades after they aired (link to 1984), others become a cultural meme and part of the zeitgeist and some pull at our heart strings in unexpected ways. What they all have in common is an attempt to make us feel something, because emotion is tied to recall and recall is a brand’s holy grail.

For fifteen years, Sentient Insights has been obsessed with the expertly orchestrated emotional arcs and clever storytelling that goes into creating a memorable and effective Super Bowl spot.

Join us on Tuesday, February 15th at 1 pm EST to find out the emotional impact of Super Bowl LVI’s ads. We will reveal the immediate results from our RAPID Subtext ad testing tool to reveal how the emotional experience of this year’s Super Bowl ads—one of the most emotional periods in time in a generation—are related to a change in the implicit perceptions of those brands brave enough to suit up for the Big Game.

Key Takeaways

  • Uncover the advertising performance of The Big Game!
  • Understand how automated behavioral science reveals ad performance measuring engagement and influence of ads
  • See how brands are optimizing advertising using moment by moment facial action coding.
  • Learn how CMOs measure brand impact using implicit technology.

Who Should Attend?

  • Chief Marketing Officers
  • Research and Insight Managers & Directors
  • Branding Specialists
  • Fans of Advertising


Dr. Aaron ReidDr. Aaron Reid

Founder and CEO, Sentient Decision Science

Lenny MurphyLenny Murphy 

Executive Editor and Producer at GreenBook

Sign up Today! 

Registration required for webinar.

Date: Tuesday, February 15, 2022

Time: 1PM EST | 10AM PST


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For more information about Sentient Decision Science and our groundbreaking research please contact us.