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.
"another unpleasant unnecessarily violent fantasy movie acculturizing our children to violence and death as a noble way of life and a suitable process of imagination." Eileen from MD
"exciting. makes me want to see this movie when it first comes out. looks very good and the special effects also are great." Irene from NJ
"This genre is not what I personally have any interest in, but the ad looks exciting and action-packed to peak the innterest of people who do like this type of movie." Sheri from AK
"I think this commercial was terrific. I am definately going to go watch this movie when it comes out in May." Maurine from IL
"Not anything that I'd be interested in wasting my time watching. Feel it would be a waste of money to go to this movie." Nancy from NY
"It gave me eough information to want to go see Prince of Persia" JO from FL
"I would like to see the movie, "Prince of Persia" that was advertised. This is a great movie ad that captured my attention It was interesting, exciting, and entertaining." Lynda from NH
"Looks interesting, but needs a little more plot/storyline giveaway in the trailer." Jessica from PA
"Looks like just your ordinary action flick with a high profile actor." William from OH
"I have to say a Prince of Persia as a movie is interesting but it just doesn't seem like it could possibly be a good movie." Joseph from OH
Overall Score
51.656075
The overall score is a calculated using a combination of factores include interest, emotions, and the "water cooler" effect.
Interest Ranking
36 out of 110
The interest ranking indicates how well the commercial held the interest of the viewers.
Emotion Ranking
53 out of 110
The commercial that evoked the most positive emotions and the least negative emotions.
Water Cooler Ranking
71 out of 110
The likelihood of the participants talking about the commercial the next day around the water cooler.
