Flemington, NJ, February 12, 2010 – Results of a national study conducted among 3,000 Super Bowl viewers revealed that there is a statistically significant difference in how college students and non-students perceive Super Bowl ads. On average, college students rated Super Bowl ads 5.6 points lower than non-students.
The study was conducted by HCD Research using its mediacurves.com website, during February 7-8, among Americans over the age of 18. The sample included more than 50 colleges across the country that partnered with HCD Research on the project. To view the overall rankings and results for all of this year’s Super Bowl ads, go to www.mediacurves.com.
College students and non-students expressed different views on which ads they ranked as the best ads of the Super Bowl. While college students indicated that the Doritos “Hands off” ad was number one, non-students reported that the Budweiser “Bull” ad was number one. Rounding out the top five ads among college students were Google’s “Search On,” Snickers’ “Betty White,” E*Trade’s “Baby on Airplane,” and Audi’s “Green Car.” In contrast, with the exception of the Snickers’ Betty White ad, the non-students’ top five included Denny’s “Free Grand Slam,” FloTV’s “Generation,” and Intel’s “Smart Computing.”
Top Five Ads for College Students and Non-Students
|
Rank |
College Students |
Non-Students |
|
1 |
Dorito’s “Hands Off” |
Budweiser’s “Bull” |
|
2 |
Google’s “Search On” |
Snickers’ “Betty White” |
|
3 |
Snickers’ “Betty White” |
Denny’s “Free Grand Slam” |
|
4 |
E*Trade’s “Baby in Airplane” |
FloTV’s “Generation” |
|
5 |
Audi’s “Green Car” |
Intel’s “Smart Computing” |
Ad Testing Methodology
During the game, the Super Bowl ads were inserted into an on-line survey and sent to thousands of study participants. Participants answered questions regarding their perceptions of the ads using various parameters, including breakthrough, emotion, memorability and “word of mouth” impact of the ads. They also utilized an on-line dial testing system to indicate their levels of interest in the form of curves as they watched the ads.
Editors/Reporters: For more information on the ad testing, or to speak with Glenn Kessler, president and CEO, HCD Research, please contact Vince McGourty, HCD Research, at (908) 483-9121 or (vince.mcgourty@hcdi.net).
HCD Research is a communications research company headquartered in Flemington, NJ. The company's services include traditional and web-based marketing and communications research. For additional information on HCD Research, access the company’s web site at www.hcdi.net or call HCD Research at 908-788-9393.
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