Flemington, NJ, February 11, 2010 – Results of a national study conducted among thousands of Super Bowl viewers revealed that there is a statistically significant difference in how men and women perceive Super Bowl ads. On average, women rated Super Bowl ads 3.3 points higher than men.
The study was conducted by HCD Research using its mediacurves.com website, during February 7-8, among thousands of Americans over the age of 18. To view the overall rankings and results for all of this year’s Super Bowl ads, go to www.mediacurves.com
Men and women also expressed different views on which ads they ranked as the best ads of the Super Bowl. While women indicated that the Budweiser “Bull” ad was number one, men reported that the Snickers’ “Betty White” ad was number one. Rounding out the top five ads among male viewers were Denny’s “Free Grand Slam,” the NFL’s “Reggie Bush,” Doritos’ “Hands Off,” and Budweiser’s “Bridge Out.” In contrast, with the exception of the Snickers’ “Betty White” ad, the women’s top five included FloTV’s “Generation,” and E*Trade’s “Wolf Style” and “Baby in Airplane.”
Top Five Ads by Gender
|
Rank |
Men |
Women |
|
1 |
Snickers’ “Betty White” |
Budweiser’s “Bull” |
|
2 |
Denny’s “Free Grand Slam” |
Snickers’ “Betty White” |
|
3 |
NFL’s “Reggie Bush” |
FloTV’s “Generation” |
|
4 |
Dorito’s “Hands Off” |
E*Trade’s “Wolf Style” |
|
5 |
Budweiser “Bridge Out” |
E*Trade’s “Baby in Airplane” |
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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