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.
"Looks like Toyota took advatange of the Super Bowl to further pacify their worried customers. Was it effective though?" Linda from MO
"I was impressed with Toyota addressing their recent problems in their vehicles and using this time to ensure that they are working on the problem for their customers, to make it right." Jan from FL
"This doesn't affect me but I am glad to see Toyota taking responsibility!!" Laura from AL
"This is a really serious and informative commercial..there was no attempt made to entertain...it was a specifically significant commercial because it is relevant to so very many people who are experiencing a major automotive setback at this time...the commercial does well to get my attention and does keep it to the end...It is a good quality commercial and does provides specific details of importance" Darlene from IN
"I think Toyota has responded very well to this issue with their vehicles.They are one good company with the customer being #1 in their eyes. That's how they keep that good reputation and people keep coming back. Glenda, Alabama" Glenda from AL
"i think this is a ploy to make consumers think toyota cares about them when in reality i think they care about their bottom line" Cliff from GA
"Unlike when both Ford and Firestone tires had similar issues, Toyota was quick to admit fault and apologize profusely over and over and over again. I think this will work in Toyota's favor and they will maintain their loyal customer base. Doing the right things speaks volumes." Olivia from CA
"Too little too late Toyota. You were aware of your problem for quite awhile. This is not a minor problem, people died because of your lack of quality control!" Robert from TX
"nothing i havnt already heard on the nightly news, but it was still good hearing it from the horses mouth." David from OH
"I wouldn't believe ANYTHING Toyota says - My personal opinion of them is unless they take ALL the cars back and give back people's money - they should be KICKED out of the USA" Edith from PA
The overall score is a calculated using a combination of factores include interest, emotions, and the "water cooler" effect.
98 out of 110
The interest ranking indicates how well the commercial held the interest of the viewers.
99 out of 110
The commercial that evoked the most positive emotions and the least negative emotions.
Water Cooler Ranking
91 out of 110
The likelihood of the participants talking about the commercial the next day around the water cooler.