How creative are the Super Bowl 51 ads?

How does the DCS work?

The Data Creativity Score is an algorithm, developed to measure the creative performance of commercial campaigns by using digital behavioral data.

The score ranges from 0-10 and is built upon 3 evaluation criteria:

• (C1) Creative Conception: What do people say about the commercial‘s creative concept?
• (C2) Creative Activation: Did the ad increase consumer interest for the brand and product?
• (C3) Creative Impact: Did the commercial have a positive and lasting impact or did it vanish into thin air?

Watch the video below to learn more:

Which data do we use?

From text mentions on news and blogs to comments and tweets on social media, from Google searches to social interactions (shares, likes, retweets, favorites) on Facebook, Twitter, YouTube & Instagram – we leverage and analyze all publicly accessible data points to evaluate the creative power of campaigns.

Can the DCS measure
all kinds of campaigns?

The Data Creativity Score has already provided evidence that - from TV, radio, out-of-home, digital to 360 degree integrated campaigns - there are no boundaries between online and offline anymore. Nowadays, the internet market penetration has increased in most countries and is statistically high enough to represent the whole population. Every campaign now leaves measurable digital footprints. In reverse, we believe that all campaigns without any digital echo also have a limited impact.

Interested in the creative impact
of your own campaign?

Get more information about the Data Creativity Score and profit from our expertise. Send us an email to creativityscore@td-berlin.com