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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.
Unruly used a survey panel of 1,500 nationally representative U.S. respondents. The intensity of emotions felt while watching, brand favorability, authenticity and purchase intent all contribute to an ad’s final score, Unruly said.
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