Hey agencies, want to know how your Super Bowl spots do this year from a source other than USA Today?
Well let me introduce you to Spot Trender. In its second year, the service analyzes
second-by second consumer response to ads during the game.
With its Super Bowl ad performance measurement efforts, for which brands must sign up
to be measured, Spot Trender aims to illustrate how their "cloud-based, pre-testing platform can help all
brands pinpoint consumer reactions to their spots at any point in the creative process."
Most of Spot Trender's testing happens earlier in the creative process with storyboards or
animatics to help brands spend less money downstream on major production edits. But with the the Super Bowl, Spot Trender offers a peek into how some of this year's creative concepts rank.
Spot Trender's analysis last year included competition among brands like GoDaddy and Squarespace, revealing the points in each company's commercials where consumers reacted positively or
negatively. Both spots featured bodybuilders and business owners, with highlights like GoDaddy's Danika Patrick reveal, and Squarespace's tag line both receiving the most positive responses.