Unruly Ranks Google Tearjerker ‘Loretta’ as the Most Effective Ad of Super Bowl 2020 [Video]

Unruly derives measures an ad’s effectiveness based on analyzing the emotional responses of more than 2,500 viewers, weighing emotional engagement and brand impact, including brand favorability and purchase intent to arrive at an EQ score on a 10-point scale.

“Loretta” earned an EQ score of 6.5 thanks in large part to its large emotional impact. Nearly half (49%) of viewers had an intense emotional reaction to the ad. It was a 58% more intense reaction than the average U.S. ad and the highest of any of the 40 Super Bowl ads tested by Unruly. According to the company, “Loretta” was nearly twice as likely to make viewers smile, almost four times …