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 was able to catch my attention enough, but got boring towards the end, should've ended immediately after the thong." keith from NY
"Dreadful. I can't imagine that anyone would spend the amount required to buy time on the Superbowl on this awful piece of crap. The players/dancers might as well have 'phoned in' their performances." Beth from OR
"This commercial was so not creative nor effective. It either needs to be really good or really bad to stay in the viewers' minds. This was neither good nor bad. Just embarrassing for the players who were in the commercial. It looks as though they had a limited budget and used most of it to pay the players and commentator. They should try Budweiser's ad company." Michele from CA
"It took me a while to figure out what the commercial was about." Timothy from WA
"love it, it made me remember the Bears Commercial where they were dancing years ago....a good commercial...." Irene from NJ
"The commerical is hilarious but has absolutely nothing to do with a cell phone provider. Emily, Florida" Emily from FL
"It was playing to stupidity not creativity. Turned me off and I couldn't wait for it to be finished." Adela from CA
"I think this commercial will be funnier for those folks that saw these guys in their original commercial--fun though!" Sherrie from MT
"my son and daughter in law have this phone company for their cells and this commercial reminds me of the original" Melody from WA
"I thought it was a horrible commercial. They were trying to recreate an 80's commercial and did a poor job of it. Unmemorable in my book!" Ashli from TX
The overall score is a calculated using a combination of factores include interest, emotions, and the "water cooler" effect.
102 out of 110
The interest ranking indicates how well the commercial held the interest of the viewers.
107 out of 110
The commercial that evoked the most positive emotions and the least negative emotions.
Water Cooler Ranking
107 out of 110
The likelihood of the participants talking about the commercial the next day around the water cooler.