According to BrainJuicer, which, in partnership with ZappiStore, tested the Super Bowl ads using its System 1 test for emotional impact, identified the Doritos Dogs ad as the most emotional of the night. According to analysis from Carat, another Doritos ad shown during the event – Ultrasound – created the most noise (with over 163,000 tweets and 8.7 million YouTube views). However, many people had taken to social media to slam the controversial ad – which featured a woman giving birth – as being in poor taste.

"The Super Bowl is the pinnacle of competition in football and in brand advertising," said BrainJuicer’s president, the Americas, Alex Hunt. "We were excited to see a very strong showing of brands pulling out the stops this year to do highly effective, brand-building emotional advertising. Doritos ‘Doritos Dogs’ is an example of the best of brands striving to make consumers feel something, which translates to long term brand growth.

"Humour translates to happiness, the most powerful of emotions in advertising. We are thrilled to be able to validate overnight, thanks to ZappiStore, that this is the real Game Day winner."

The rest of the ads tested can be found here. 

According to figures from Nielsen, the telecast of Super Bowl 50 on CBS drew an average audience of about 111.9 million viewers and generated 16.9 million tweets.