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Flemington, NJ, February 4, 2009 – A new national study conducted among Super Bowl viewers, studied perceptions of the 2009 Super Bowl ads using various dimensions of measurement to determine which ads were top ranked. We tested both the overall winners and the winning ads in each category of commercial. The categories were broken down into: Advertainment, Network Spots, Movie Trailers and Other.
The study was conducted by HCD Research using its Media Curves web site, during February 1-2.
Comparing the Scores within each Category:
|
Category |
Top 3 Ads |
Scores |
|
Advertainment |
77.02 |
|
|
|
74.61 |
|
|
|
74.61 |
|
|
Network Spots |
|
|
|
|
64.44 |
|
|
|
60.51 |
|
|
|
59.65 |
|
|
Movie Trailers |
|
|
|
|
69.86 |
|
|
|
67.26 |
|
|
|
66.77 |
|
|
Other |
|
|
|
|
59.11 |
|
|
|
57.79 |
|
|
|
57.54 |
|
|
|
|
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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. Results were collected for overall top rated ads, and within each category.
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).
