The Big Game

Hyundai’s Super Bowl Ad Is Called the Most ‘Effective’ in Emotional and Practical Metrics

Unruly's ranking measures everything from brand perception to purchase intent

By Tim Nudd

February 9, 2017

Video ad tech company Unruly introduced a new combined metric this year, EQ Score, to rank ads based on their “likely emotional, social and business impact.” Applying the EQ Score to the Super Bowl LI commercials, Hyundai came out on top—creating what Unruly called the “most effective ad” of Sunday night.

Tim Nudd
@nudd Tim Nudd is a former creative editor of Adweek.
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