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Flemington, NJ, February 6, 2007 — A national study conducted among 600 Super Bowl viewers indicated that females and Americans over the age of 35 rated ads featuring animal characters higher than males and their younger counterparts.
The study was conducted by HCD Research during February 4-5, among a nationally representative sample of Americans over the age of 18. Each respondent viewed six advertisements that were selected by a panel of advertising experts. The advertisements were placed in random order to eliminate order bias. They were evaluated on a 100-point scale based on five parameters including:
Among the gender- and age-specific findings for the top two advertisements:
Among all male and female responders, females reported a rating of 85.79 for the number one Blockbuster ad featuring an animated rabbit and mouse as compared their male counterparts who reported a rating of 80.55. By age group, responders over the age of 35 reported a rating of 85.92 for the Blockbuster ad, compare to 81.92 for responders between the age of 18 and 35.
Among all male and female responders, females reported a rating of 86.19 for the number two Budweiser ad featuring a Dalmation dog as compared to their male counterparts who reported a rating of 80.08. By age group, responders over the age of 35 reported a rating of 87.35 for the Budweiser ad, compare to 80.29 for responders between the age of 18 and 35.
In addition, each advertisement was evaluated using an on-line automated response system to determine high and low points of interest. The data was used to create a metric with high scores indicating high advertising effectiveness. Responders were also asked questions regarding their perceptions of the ads.
To view the top six Super Bowl ads go to: www.mediacurves.com
Editors/Reporters: For more information on the Super Bowl ad testing, or to speak with Glenn Kessler, managing partner, 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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