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 love this commericial about Tim Tebow. It's very inspiring." Marlene from FL
"Great commercial! Very unexpected considering all the controversy!" Tamara from TX
"Didn't like the message even though it was subtle" Alex from MO
"Worst commercial. I just know it's probably a website for right-winged Christian values." Jennifer from UT
"Can't see what all the fuss was about. The commercial was excellent. Wouldn't change a thing" Leroy from SC
"This commercial shows the closeness of a famous football player with his mom.It gives you a warm feeling." Vanessa from NY
"So that's what all the complaining was about? The commercial was funny and inspiring. It did not preach. I loved it!!! Glad I got to see it." Louise from CA
"This ad by an anti-choice organization should never have been allowed to run. It is biased and WRONG, period." Jennifer from NV
"did not see the tackle coming, thought it was for a hospital or healthcare" D. from OH
"I'm curious about what the website for Focus on the Family is all about. I will investigate it." Glenn from PA
Overall Score
43.107387
The overall score is a calculated using a combination of factores include interest, emotions, and the "water cooler" effect.
Interest Ranking
88 out of 110
The interest ranking indicates how well the commercial held the interest of the viewers.
Emotion Ranking
92 out of 110
The commercial that evoked the most positive emotions and the least negative emotions.
Water Cooler Ranking
84 out of 110
The likelihood of the participants talking about the commercial the next day around the water cooler.
