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.
"action filled seem like it will be a great movie" suzette from NY
"This was an action packed trailor. Looks like a good movie." Laurie from NY
"Exciting trailor but not enough to make me definitely want to see it." Lisa from IL
"Can't wait for the movie! Love Russel Crowe and Robin Hood" Barbara from FL
"I think this is a great commercial. I have not heard anything about this movie yet and to introduce it during the Super Bowl was a great idea. To see "Gladiator" in the beggining is an attention grabber because of the success of Russell Crowe in that movie as well. I will definately be keeping my eyes open for more about this movie." Leanna from NY
"I think I have seen and loved Errol Flynn as the original Robin Hood to be objective about a new one with an actor I do not care for as an actor." Katharyn from MO
"great trailer - makes you WANT to see the movie" Thomas from NC
"I can't believe they made another Robin Hood movie" Emily from OH
"The commercial is exciting, but makes the movie seem too similar to Gladiator." Elysha from CA
The overall score is a calculated using a combination of factores include interest, emotions, and the "water cooler" effect.
28 out of 110
The interest ranking indicates how well the commercial held the interest of the viewers.
37 out of 110
The commercial that evoked the most positive emotions and the least negative emotions.
Water Cooler Ranking
47 out of 110
The likelihood of the participants talking about the commercial the next day around the water cooler.