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Flemington, NJ, January 12, 2009 — HCD Research announced today that for the third consecutive year, it will conduct a national study during the Super Bowl to rate and announce the winning ads early Monday morning.

The company will host the study and report the results on its mediacurves.com web site the morning of February 2.

In addition to the winning ad of Super Bowl XLIII, HCD Research will announce the winning ads in the following categories:

Advertainment
Network spots
Public Affairs
Movie Trailers
Call-to-action

According to Glenn Kessler, president and CEO, HCD Research, the company will use quantitative research techniques in which different segments of the national sample will view three advertisements. “This approach is consistent with research techniques that we use to conduct communications research for our clients,” explained Kessler. “Using a large random sample of Americans and our state-of-the art applications, we will accurately obtain viewers’ reactions to all of the Super Bowl ads.” 

Ad Testing Methodology

During the game, the Super Bowl ads will be inserted into a web survey and sent to a national representative sample of more than 2,000 participants.  Responders will answer questions regarding their perceptions of the ads using various parameters, including breakthrough, emotion, memorability and involvement. They will also utilize an automated response system to indicate their level of interest in quarter-second intervals as they watch an ad. 

The interest levels will be analyzed in the form of curves to determine which commercials had the highest sustained levels of interest. The curves will be used as part of a metric to calculate and rank the advertisements and determine the winning ads. The metric will also include a measurement for emotions and an index for “word of mouth” impact of 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).