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.
"this concept has jumped the shark; really need to find something new. plus this new kid is really ugly." Bernard from CA
"Etrade, you guys know how to express your messages through the art of humor. Great job as always." Terry from IL
"It was attention getting, cute and funny but yet entertaining. i liked it a lot." Ronald from MO
"Bring back the other baby!!!!!" Leroy from SC
"Amusing commercial. I was captive and entertained throughout. Great way to advertise something as mundane as a brokerage company." Cayetano from CA
"These Baby commericals are so cute. E-Trade did a good thing to come up with these commericals!" Rebecca from NE
"Clever, clever and did I mention clever. E-trades marketing company produces advertising that is very memorable and discussed." Cindy from OH
"I love these commercials. They're always creative, and they always make me laugh. I just love that baby!" Amy from OH
"Etrade scores again, in my opinion!! The ads with that precious little boy doing the Etrade commercials is priceless, and, I have yet to hear one that I didn't rush into the family room to watch it!! Keep up the good work." Beth from KS
"I always enjoy "talking" baby commercials,they are just funny" Lydia from OR
The overall score is a calculated using a combination of factores include interest, emotions, and the "water cooler" effect.
14 out of 110
The interest ranking indicates how well the commercial held the interest of the viewers.
7 out of 110
The commercial that evoked the most positive emotions and the least negative emotions.
Water Cooler Ranking
7 out of 110
The likelihood of the participants talking about the commercial the next day around the water cooler.