Realeyes research: What scores with ad critics doesn’t usually score with consumers

Realeyes

A study of 25 ads from 2020 that did well with ad critics, comparing them to viewer response, using emotional analysis from Realeyes.
  • Based on Realeyes’ quality score – which measures each video’s ability to capture, retain and encode emotion among viewers – only one US ad (the ad for dating service Match in which the “Devil” dates “2020”), and one UK ad, for the National Center for Domestic Violence, resonated with both critics and consumers, showing that “critic’s choices” have a very low propensity to earn attention.
  • The critics mostly disagree with one another, with only 6 out of 25 appearing more than once across the ten critics lists the study reviewed.
  • While it’s hard to tie long-term business outcomes to single...

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