In our previous post, we reported on the overall most engaging ads for 2023 Super Bowl viewers. But as we all know, men and women respond differently to ads, so in this post, we wanted to reveal which of the Super Bowl ads were most engaging for adult women aged 18-49.
At TVision, we measure how much eyes-on-screen attention each ad captures. We passively observe the viewing behavior of our panelists, to provide a real-world look at who is paying attention, to what content, and for how long.
In this analysis, we've ranked 2023's Super Bowl ads by two key indicators of viewer engagement: Creative Break Through & Attention. Congratulations to all the brands featured on this list, your hard work this year really paid off!
TVision's Creative Breakthrough compares an ad's performance against other ads that ran in the same ad pod. Advertisers can use this information, to identify breakthrough ads. Our Creative Breakthrough uses an index, so the average performance is 100. If an ad scores above 100 during the Super Bowl, that means it draws more attention than its neighboring Super Bowl ads and is truly a compelling piece of creative.
This first list includes the top 25 ads ranked by Creative Breakthrough for females aged 18-49.
Ranked 7th on the overall list, Rakuten's fun "Not-So Clueless" ad topped the list for female viewers, with an impressive Creative Breakthough score of 108.7. The ad brought back Alicia Silverstone as the much-loved, fashion phenom, Cher. The M&M's and WetherTech's ads ranked which ranked 2nd and 3rd with female viewers, also made the top three on the overall list. Interestingly, both performed even better with female audiences, earning scores of 108.0 vs. 104.8 and 107.8 vs 104.4 respectively.
| Rank | Brand | Creative Breakthrough | |||||
|
1 |
Rakuten "Not-So Clueless" |
108.7 | |||||
| 2 | M&M's "M&M's Super Bowl 2023" |
108.0 | |||||
| 3 | WeatherTech "We All Win" |
107.8 | |||||
| 4 | Pringles "Best of Us" |
107.0 | |||||
| 5 |
Bass Pro Shops |
106.8 | |||||
| 6 | Uber One "One Hit for Uber One" |
106.7 | |||||
| 7 | Google "Fixed on Pixel" |
106.3 | |||||
|
8 |
Heineken 0.0 and Marvel "Shrinking and Drinking, Now You Can" |
105.3 | |||||
| 9 | General Motors & Netflix "EVs on Screen" |
104.9 | |||||
| 10 |
Disney |
104.5 | |||||
| 11 |
Pepsi |
104.4 | |||||
| 12 | Temu "Shop Like a Billionaire" |
104.3 | |||||
| 13 |
Warner Brothers |
103.6 | |||||
| 14 | Doritos "Jack's New Angle" |
103.5 | |||||
| 15 | Michelob Ultra "Full Swing Gossip" |
103.0 | |||||
| 16 | Pepsi Zero "Great Acting or Great Taste?" |
102.8 | |||||
| 17 | DoorDash "We Get Groceries" |
102.7 | |||||
| 18 | Paramount+ "Stallone Face" |
102.3 | |||||
| 19 | Hellmann's "Who's in the Fridge?" |
102.0 | |||||
| 20 | E*TRADE "Wedding" |
101.9 | |||||
| 21 | TurboTax "Dancer" |
101.3 | |||||
| 22 | Jeep "Electric Boogie" |
101.1 | |||||
| 23 | Downy "Call Me Downy McBride" |
101.1 | |||||
| 24 | Tubi "Rabbit Hole" |
100.8 | |||||
| 25 | Michelob Ultra "New Members Day" |
100.3 |
In this next list, we are highlighting the 6 ads that earned an astounding +50% Attention from female viewers aged 18-49. TVison's Attention metric tracks what percentage of viewers maintained eyes-on-screen attention for at least 2 seconds. The average Attention for Linear ads is 35.8% and 34.1% for CTV ads. These ads all did an astounding job, earning attention from more than half of the adult female viewers who were in the room when the ads were aired.
Notably, the NFL's "Run With It," which celebrated female footballers, was top with our overall list as well as with female viewers. Also on both lists, are T-Mobile's "Neighborly," and Skechers' "All Walks of Life."
| RANK | BRAND | ATTENTION |
| 1 | NFL "Run With It" |
59.2% |
| 2 | Google "Fixed on Pixel" |
52.5% |
| 3 | T-Mobile "Neighborly" |
52.4% |
| 4 | Skechers "All Walks of Life" |
51.8% |
| 5 | Downy "Call Me Downy McBride" |
51.1% |
| 6 | Uber One "One Hit for Uber One" |
50.8% |
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