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 includes a measurement for emotions and an index for “word of mouth” impact of the ads.
"it's offensive, considering the state of the economy right now." Anna from CA
"I love my etrade babies but this commercial was just really hard to understand. Too much gibberish that didn't make any sense" Cheryl from MN
"The commercial was cute because they had all of those cute kids. E_TRADE know that thru a customers heart is thru their children. They evidently like children and they can help finance their future." mary from MI
"I loved this commercial when I saw it the first time and the second - hilarious and entertaining as well as creative" Chelsea from TN
"You may get more value at E Trade buthey are getting less value for this boring repeat ad.Think I will sell my daycare business tomorrow." Norman from CT
"haha, I love the baby who talks about the lobster in the back row." Jessica from PA
"my favorite is the baby that is in the little suit that says - he's eating lobster. he's so cute." Kimberly from NC
"I did not like this ad with the babies crying. I do like the eTrade brand being advertised, however." Lynda from NH
"I think it's always fun to watch kids. As in any commercial, sound effects will greatly increase it's value. I liked the first ETrade commercial and I like this one. Keep them coming!" Marian from IL
"Past E*trade baby commercials have been funnier so this one was lacking." Deanna from HI
The overall score is a calculated using a combination of factores include interest, emotions, and the "water cooler" effect.
52 out of 110
The interest ranking indicates how well the commercial held the interest of the viewers.
34 out of 110
The commercial that evoked the most positive emotions and the least negative emotions.
Water Cooler Ranking
25 out of 110
The likelihood of the participants talking about the commercial the next day around the water cooler.