Olay/Badger and Winters
A still from Olay's Super Bowl spot.
- The Super Bowl is a big stage for advertisers, but some ads capture the audience's attention more than others.
- Data from five social media measurement companies including Brandwatch, iSpot, Sprout Social, Talkwalker and Unruly show which ads are already making waves.
- Amazon, Google and Olay are among the 10 commercials making the biggest impact.
- Visit Business Insider's homepage for more stories.
The Super Bowl is the most expensive and valuable advertising day of the year, with marketers paying $5.6 million and up for a 30-second ad that can reach 100 million people.
But not all of the ads end up actually capturing people's attention.
Business Insider viewed data from five social media measurement companies to see which ads were getting the most buzz and positive sentiment leading up to Super Bowl Sunday.
To see all the Super Bowl commercials set to air this year, click here.
We used Brandwatch, Sprout Social, and Talkwalker, which tracked the ads' mentions across social platforms and websites. Talkwalker also determined how much share of online chatter brands captured.
Unruly gives brands an "EQ" score of 0 to 10 based on emotional reactions, brand recall, favorability, and purchase intent, with the US average being a 5.
Finally, iSpot tracked the ads' digital share of voice, factoring in likes, shares, views, comments, tweets and retweets on Facebook, YouTube, Twitter, and search.
Here are the 10 ads, in alphabetical order by marketer, that consistently scored the highest across those metrics, as of January 30:
