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.
"I don't have any interest in Survivor at all. As soon as it was evident that this was a Survivor commercial, I completely stopped paying attention to the entire ad. Even watching it again for the purpose of this survey, I just couldn't care less." Danielle from OH
"Forgettable, Boring, Not at all interested in the show" Bryan from PA
"I think survivor is grasping at straws to stay on the air. Enough is enough, survival isn't all that hard in the tropics." Brett from NJ
"Only watching the show because we love rupert" Arleen from PA
"I don't watch this program, so I don't normally watch promotions for it. This spot didn't seem particularly special." Virginia from WI
"I think that Survivor has ran its course." Ashley from KY
"I had to ask "so, they're bringing back contestants from previous shows?"" theresa from OH
"I just don't like the show Survivor. I did like the music in the ad though." Belle from MI
"i haven't watched survivor in a long time, but I would like to see soem of the players I watched in past years return and win, especially Cody." JoBeth from MD
"Exciting and very watchable." Sherrilynn from CA
The overall score is a calculated using a combination of factores include interest, emotions, and the "water cooler" effect.
110 out of 110
The interest ranking indicates how well the commercial held the interest of the viewers.
109 out of 110
The commercial that evoked the most positive emotions and the least negative emotions.
Water Cooler Ranking
108 out of 110
The likelihood of the participants talking about the commercial the next day around the water cooler.