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National Research Firm will Team with Super Bowl Viewers to Determine Top Ads

FLEMINGTON, N.J., Feb. 1, 2011 /PRNewswire/ -- HCD Research announced today that for the fifth consecutive year, it will conduct a national study among viewers of Super Bowl XLV to rate and rank the Super Bowl ads during the game.

The company will host the study and report the final results on its mediacurves.com website the morning of February 7. To view the winning Super Bowl ads from 2009 and 2010, go to www.mediacurves.com.

"Similar to last year, we will obtain viewers' reactions to every ad that is aired during the Super Bowl," commented Glenn Kessler, president and CEO, HCD Research. "In addition, we will post preliminary testing results on our website so members of the media and study participants can view results as they are tabulated."

Ad Testing Methodology

During the game, the Super Bowl ads will be inserted into an on-line survey and sent to thousands of study participants. Participants will answer questions regarding their perceptions of the ads using various parameters, including breakthrough, emotion, memorability and involvement. They will also utilize an automated response system to indicate their levels of interest as they watch the ads.

The interest levels will be analyzed in the form of curves to determine which commercials had the highest sustained levels of interest. The curves will be used as part of a metric to calculate and rank the advertisements. The metric will also include a measurement for emotions and an index for "word of mouth" impact of the ads.

HCD Research is a marketing and communications research company headquartered in Flemington, NJ. The company's services include traditional and web-based 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. MediaCurves.com® (www.mediacurves.com) is a media measurement website that provides the media and general public with a venue to view Americans' perceptions of popular and controversial media events and advertisements.

SOURCE HCD Research