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 a reality commercial, but it just seems if you're going to spring for a Super Bowl commercial..................................(need I sy more?)" Olivia from CA
"I really like Papa Johns and this commercial makes me crave the pizza." Stephanie from CA
"I like the catchy song and use of real people (not actors) but the commercial has been done before, nothing new." Vira from OH
"I found the commerical to be veryinformative papajohn is my favorite pizza" Carolyn from IL
"This commercial was horrible, I want a product to be displayed to show what's so special, very very boring and not even accidentally good." keith from NY
"Wonder what the offer is at Papa John's...good way to get people to go to website." Katharyn from MO
"I caught the "don't change a thing" comment, which hints at the Dominoes ad where they apologize for having bad pizza. I wonder what the special offer is." Kate from NC
"There was nothing unique or interesting about this commercial. It was like any other pizza commercial you might see on any given day." Vicky from OH
"As predictable as most Paa Johns commercials. But I always enjoy them and appreciate that ' Pap'as in the house."" Hil from MD
"Liked how they incorporated football and at the same time kept it unique but regular content" Rebecca from PA
Overall Score
42.330255
The overall score is a calculated using a combination of factores include interest, emotions, and the "water cooler" effect.
Interest Ranking
99 out of 110
The interest ranking indicates how well the commercial held the interest of the viewers.
Emotion Ranking
75 out of 110
The commercial that evoked the most positive emotions and the least negative emotions.
Water Cooler Ranking
102 out of 110
The likelihood of the participants talking about the commercial the next day around the water cooler.
