Canvs
7 Case Studies
Case Study: Super Bowl advertisers achieve measurable emotional impact and improved ROI with Canvs Campaigns
A Canvs Case Study
How to Measure an Ad Campaign's Success in Terms of Emotional Response
Super Bowl advertisers faced enormous stakes — upwards of $5M for a 30‑second spot — and needed to prove the ROI of their creative investments. Canvs stepped in with Canvs Campaigns to measure audience Emotional Reactions to Super Bowl ads across platforms, giving advertisers a leading indicator of brand recall and a way to evaluate ad effectiveness beyond traditional metrics.
Canvs used cross‑platform Canvs Campaigns to analyze Super Bowl ads on owned Facebook and YouTube, benchmark performance by vertical, and identify emotional signatures. The analysis showed Entertainment drove 68% more Reactions per brand and Automotive 48% more versus advertiser benchmarks; Facebook posts generated more than twice the Emotional Reactions per post and a 4% higher Emotional Reaction Rate. Canvs also pinpointed top performers (e.g., Marvel’s Infinity War trailer, Kia’s “Feel Something Again”), demonstrating measurable impact for optimizing and contextualizing campaign performance.
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