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.
"Coke might hit the spot, but it won't cure all ills." Pamela from MI
"I'm not a big Simpsons fan, so this one didn't do much for me." Joyce from GA
"It is a warm commercial, very creative and interesting." Peng from PA
"loved this so endearing good ad for coke such a positive feeling for coke now" alicia from NY
"I like Coke but can't stand the Simpsons! Thumbs down on this one!" Karen from OH
"For a commercial featuring the Simpsons, it was too serious and sentimental and not funny enough." Dorothy from CA
"you think that's FUNNY?!! someone losing everything is FUNNY? on what PLANET? in THIS economy? and to suggest that people who lost everything should have a Coke and that makes it ok? SHAME on you!!!!!!!!!!" Lisa from CA
"Never have been a fan of the Simpsons and not what I'd expect from Coke" Pamela from TN
"Good commercial a coke. involving Simpsons characters. The character was down hearted by being broke but someone gives him a coke and it changes his mood." Robert from SC
"I love the Simpson's but the storylines were so out of character for them. It needed to be a lot funnier and more stupid." Linda from AZ
The overall score is a calculated using a combination of factores include interest, emotions, and the "water cooler" effect.
17 out of 110
The interest ranking indicates how well the commercial held the interest of the viewers.
22 out of 110
The commercial that evoked the most positive emotions and the least negative emotions.
Water Cooler Ranking
28 out of 110
The likelihood of the participants talking about the commercial the next day around the water cooler.