The report was based on data from an in-person study. The researchers recruited 45 football fans to watch the game live in a theater. The participants wore biometric sensors that tracked their real-time nonconscious emotional arousal to the television ads based on galvanic skin response (GSR).
Each commercial was assigned a "Super Score" based on its ability to hook viewers, inspire a reaction at the brand reveal, maintain interest over the course of the ad, and bring audiences to a peak of emotion.
Tide's ad featuring Mr. Clean being replaced by David Harbour was the highest-scoring commercial.