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 wanna see a cirque du soleil show someday" hugh from WA
"its good and entertaining, made me laugh quite a bit" zulfiqar from IL
"i find the explaination boring the circus thing is the only thing that caught my attention" Judy from NY
"Caught my attention but not in the first 5-7 seconds. Did not make me want to look into the product it was selling" Cindy from OH
"THis commercial was not very inventive or creative. My 13 year old son could have done better" Mary Kay from IA
"If this company has been in business for 144 years and nobody know their name.If they continue to show commercials like this with the person in charge looking like a basket case, then it is no mystery to me why they are not a household name.They may have to wait another 144 years." mary from MI
"What on EARTH was that? A spoof? Or like FedEx Field, Sun Life bought the name or vice versa? I'm lost..." Eileen from MD
"It is good and definitely makes you aware of the name of the company and keeps it on your mind after seeing it just one time. It is also very funny. Good job." Olivia from CA
"I happen to enjoy the cirque du soleil shows very much so that might be why it affected my grading on this commercial, but i thought it was pretty fun and creative." Jenna from CT
"I felt it was a bit...boring? I know it may be hard to make insurance commercials fun and exciting but even with the cool feats of Cirque du Soleil, it felt a bit flat." Amy from WA
The overall score is a calculated using a combination of factores include interest, emotions, and the "water cooler" effect.
92 out of 110
The interest ranking indicates how well the commercial held the interest of the viewers.
103 out of 110
The commercial that evoked the most positive emotions and the least negative emotions.
Water Cooler Ranking
89 out of 110
The likelihood of the participants talking about the commercial the next day around the water cooler.