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.
