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Flemington, NJ, February 6, 2009 – A new national study conducted among 312 Super Bowl watchers measured the long-term memorability and effectiveness of the 2009 Super Bowl ads. Our original Super Bowl study rated the favorite ads among viewers however this study’s objective was to see which ads and brands were most followed-up on in the week after the game. Our results show that the top five ranked best ads from our original Super Bowl study vary significantly with this study’s top 5 most memorable ads.
The study was conducted by HCD Research on February 4 to measure the effectiveness and longevity of the 2009 Super Bowl ads and brands.
We asked our participants if they followed-up on any specific brands or ads that played during the 2009 Super Bowl game. Respondents listed all ads and brands they researched, requested information on, purchased, inquired about, etc. We ranked the most memorable ads based on how many respondents claimed to follow-up on a specific ad or brand.
Among the findings
Top 5 Most Memorable and Effective Brands:
(Measured the longevity and effectiveness of a specific Super Bowl ad/brand)
|
Brand |
% (out of respondents who claimed to follow-up on a particular brand) |
|
Anheuser Busch (Budweiser) |
25% |
|
Frito Lay (Doritos) |
21% |
|
E-Trade |
8% |
|
CareerBuilder.com |
6% |
|
Denny’s |
6% |
Top 5 Ranking Ads:
(From our original study which measured perceptions during the airing of Super Bowl)
Brand |
Score |
|
Budweiser (Horse Circus ad) |
77.02 |
|
Budweiser (Horse Fetch ad) |
74.61 |
|
Coca-Cola (Nature ad) |
72.53 |
|
Bridgestone (Mr/Mrs Potato head) |
71.73 |
|
Budweiser (Coming to America ad) |
71.48 |
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).
