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.
"I thought it was an okay commercial. I liked the soup being used to make words, but other than that it was kind of boring. Ryan CA" ryan from CA
"it was an intesting informative ad.how spectacular can you make a soup ad? They did it by the pace of the ad which would confuse and not work for other products but worked fine for this product and made it more exciting than soup." Norman from CT
"just another soup commercial" Edward from NJ
"they never mention high salt content i rarely see low sodium
soups its not heart healthy because of this" steven from OR
"The commecial is creative and heart warming." Joshua from CA
"Bland and simple, but fast-paced and straight to the point. No real bells or whistles, just a quick, "Hey, soup! Good price!" Not a bad commercial." Benjamin from NC
"Chunky's has good soup, but this commercial did not depict it at all." Jessica from PA
"Was boring and I feel like I have seen that commercial many times before,there was no creativity. It did make me crave soup a little bit." Delila from FL
"good at telling me the benefits/reasons to buy the product...easy to remember it and think of it later...not really a clever or unique ad tho, but it did the job well." Katrina from AZ
"was good to tell you where to get coupons on website. Was good commerical- caught my attention" Rebecca from NE
The overall score is a calculated using a combination of factores include interest, emotions, and the "water cooler" effect.
55 out of 110
The interest ranking indicates how well the commercial held the interest of the viewers.
49 out of 110
The commercial that evoked the most positive emotions and the least negative emotions.
Water Cooler Ranking
44 out of 110
The likelihood of the participants talking about the commercial the next day around the water cooler.