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Flemington, NJ, February 5, 2007 — Results of a national study conducted among 600 Super Bowl viewers last night revealed that the Blockbuster ad was selected as the number one ad. To view the top six Super Bowl ads go to: www.mediacurves.com
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 based on five parameters including:
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.
Among the panel of 10 experts were:
Arthur J. Kover, Ph.D., former editor of the Journal of Advertising Research and Yale Management Fellow
Stuart Kreisman, Emmy Award-winning writer/producer
Jim Gaylord, former vice president of international marketing research, Fox Studios
Christopher Borick, Ph.D., director, Muhlenberg College Institute of Public Opinion
Larry Iaquinto, president and chief operating officer, IHC Group
Steve Feinberg, creative director, The Seiden Agency
Paul Brala. Ph.D., clinical psychologist
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.
