NEWS

WIRES

OTHER

Super Bowl Viewers Say Bridgestone Beaver Ad Is a Cut Above the Rest

The study was conducted by HCD Research using its mediacurves.com website, during February 6-7, among thousands of Americans over the age of 18. To view the rankings for all of this year's Super Bowl ads, go to www.mediacurves.com.

Following are the top five ads of Super Bowl XLV, according to the study conducted by HCD Research.

    1. Bridgestone - Saluting Beaver
    2. NFL - Best Fans Ever
    3. Bud Light- Dog Party
    4. Volkswagen- Darth Passat
    5. Doritos - Pug Door

Ad Testing Methodology

During the game, the Super Bowl ads were inserted into an on-line survey and sent to thousands of study participants. Participants answered questions regarding their perceptions of the ads using various parameters, including breakthrough, emotion, memorability and involvement. They also utilized an on-line dial testing system to indicate their levels of interest as they watched the ads.

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 also included a measurement for emotions and an index for "word of mouth" impact of the ads.

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.

SOURCE HCD Research, Inc.