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.
"Clever use of the Groundhog Day tradtion, but otherwise pretty silly." Linda from MO
"That thing is just too gross out wierd looking to be entertaining. it's a turn off" Olivia from CA
"Not interesting to me. I could not seem to understand why they used people from the pass and their example of a football player from the present. I know commercials are short but if you want to push your product you have to make sure everyone understand you." mary from MI
"Creepy, just creepy" Cheryl from MN
"Clever. Another product from some marketing genius. caught my attention and got a good chuckle out of everybody" Cindy from OH
"Very creative commercial and quite timely with it just having been groundhog day." Vicky from OH
"Held my interest from start to finish. A great commercial. Very creative and funny." Bryan from PA
"I thought it wsa unique and funny. It was intense to find out what they were going to pull out of the log." William from OH
"Okay, I did have mixed feelings about this one. Clever and yet------I guess it made me feel a little uncomfortable. Makes you wonder if that's what they were going for in this one. I wouldn't think so." Carol from FL
"it'd be great if there was six more weeks of football" Sandra from NC
The overall score is a calculated using a combination of factores include interest, emotions, and the "water cooler" effect.
35 out of 110
The interest ranking indicates how well the commercial held the interest of the viewers.
55 out of 110
The commercial that evoked the most positive emotions and the least negative emotions.
Water Cooler Ranking
38 out of 110
The likelihood of the participants talking about the commercial the next day around the water cooler.