Rating the Super Bowl Ads: 2008 Ads Win Out Over 2009 Ads
Top Five Ads of 2008 Receive Higher Ratings than Top Five Ads of 2009

Flemington, NJ, February 3, 2009 – Results of a national study that compared the 2008 Super Bowl ads against this year’s ads revealed that the top five ads in 2008 scored statistically higher than the top five ads from this year.

The study was conducted by HCD Research using its Media Curves web site, during February 1-2.

Comparing the Scores from 2008 and 2009 Super Bowls

“Our comparison revealed that the top five ads this year scored statistically lower than the top five ads from last year, said Glenn Kessler, president and CEO, HCD Research. “Our  results suggest that viewers’ attitudes may have changed as a result of the economy, and advertisers may have cut back on the creative and production costs of the ads this year.”

Ad Testing Methodology

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

The interest levels were analyzed in the form of curves to determine which commercials had the highest sustained levels of interest. The curves were used as part of a metric to calculate and rank the advertisements. The metric was also included with 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).

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