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Super Bowl Ad Testing Methodology
A panel of 600 geographically diffuse Americans over the age of 18 were recruited to participate in the Super Bowl Advertising study. Each respondent viewed 6 advertisements selected by a panel of advertising experts. The advertisements were randomized so that there was no order bias. They were evaluated based on 5 parameters: likeability, creativity, memorability, excitement, and the ability to grab the viewer's attention.
Additionally each advertisement was evaluated using an on-line automated response system to determine high and low points of interest. Data was used to create a metric with high scores indicating high advertising effectiveness.
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