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Flemington, NJ, February 4, 2008 — Results of a national study conducted among 2,400 Super Bowl viewers last night revealed that the Federal Express pigeon ad was selected as the number one ad of Super Bowl XLII. To view the top 20 Super Bowl ads go to: www.mediacurves.com
The study was conducted by HCD Research during February 3-4, among a nationally representative sample of Americans over the age of 18. The two-phase research consisted of an initial qualitative phase in which a panel of noted ad agency executives, advertising professors and industry professionals viewed the commercials during the game. After viewing the commercials, they ranked the top 20 advertisements using various parameters, including breakthrough, emotion, memorability and involvement.
The top 20 ads in phase were inserted into a web survey and sent to a nationally representative sample of more than 2,400 participants. In this phase, respondents were asked questions regarding their perceptions of the ads, and also utilized an automated response system that allowed them to indicate their levels of interest in half-second intervals as they viewed the ads. The results were averaged for each half second and transformed into curves which indicated the portions of the commercial that generated high and low levels of interest.
The interest levels were also analyzed to determine which commercials had the highest sustained levels of interest. The interest curves were used as part of a metric that was calculated to rank the 20 advertisements and determine the winning ad of 2008 Super Bowl XLII. The metric also included a measurement for emotions and an index for “word of mouth” impact of the ads.
Editors/Reporters: For more information on the Super Bowl 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.
