Flemington, NJ, December 24, 2009 – A new media study among 316 viewers of three commercials from the Wall Street Journal’s list of the top five ads of 2009 revealed that the majority of viewers (67%) rated the Evian ad featuring dancing babies to be the most memorable.

The study was conducted by HCD Research using its MediaCurves.com® website on December 22-23, to obtain viewers’ perceptions of the top ads of the year, as listed by the Wall Street Journal. These ads included the Evian’s dancing babies ad, the Doritos’ crystal ball commercial, and the Hyundai’s assurance program commercial. To view interest curves on each ad and detailed results go to: www.mediacurves.com.

 “Interest levels immediately begin to drastically increase when the stereo is turned on in the Evian commercial and interest remains strong throughout almost all of the ad. The Doritos commercial has peak interest moments when the crystal ball is thrown and the Hyundai commercial caused relatively stagnant interest levels,” explained Glenn Kessler, president and CEO, HCD Research.  

  The majority of viewers (70%) also rated the Evian ad to be the most entertaining. In addition, it was voted as the most effective of the three ads by 44% of viewers. The Evian ad was also rated as the ad most likely to cause viewers to seek more information on the product.

Among the findings: 

Please indicate the likelihood that you will seek more information on the brand/content featured in this commercial. Use a scale of 1-7, where 1 represents “Not At All Likely” and 7 represents “Very Likely.”

Of the commercials just shown, which one do you feel was most effective?  

Of the commercials just shown, which one do you feel was most memorable?  

Of the commercials just shown, which one do you feel was most entertaining?  

 While viewing the video, participants indicated their perceived levels of interest by moving their mouse from left to right on a continuum. The responses were recorded in quarter-second intervals and reported in the form of curves. The participants were also asked to respond to post-viewing questions.

Editors/Reporters: For more information on the study, 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).  You can also receive updates from MediaCurves.com by following us on Twitter:  http://twitter.com/mediacurves and Facebook: http://www.facebook.com/pages/Flemington-NJ/MediaCurves/86691908820

HCD Research is a marketing and communications research company headquartered in Flemington, NJ.  The company's services include traditional and web-based 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.  MediaCurves.com® (www.mediacurves.com) is a media measurement website that provides the media and general public with a venue to view Americans’ perceptions of popular and controversial media events and advertisements.