Flemington, NJ, May 24, 2010 – Results of a new national media study among 300 viewers of a new Nike commercial featuring the World Cup competition revealed that the ad  ranked 18^th when compared to ad scores from this year’s Super Bowl ads.

The study was conducted during May 21-24 by HCD Research using its MediaCurves.com® website, to obtain perceptions of a new Nike ad featuring the World Cup competition. The commercial was tested using HCD’s Super Bowl ad testing methodology and then compared to the Super Bowl ads from this year.

During the study, participants were asked to answer questions regarding their perceptions of the ads using various parameters, including breakthrough, emotion, memorability and “word of mouth” impact of the ads. An on-line dial testing system was also used to indicate respondents’ levels of interest in the form of curves as they watch the ads. 

 To view detailed results go to: www.mediacurves.com.

The new Nike ad earned an overall score of 62.21. In comparison, the top-rated Super Bowl commercial from this year, the Budweiser “Bull” ad, earned a score of 72.78. In addition, the new Nike ad scored slightly higher than the 18^th best-rated Super Bowl ad, the Denny’s “screaming chickens” ad, which received a score of 61.50.

Among the findings:

Overall Scores for Top 20 Super Bowl Ads in 2010

While viewing the video, participants indicated their 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.