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 use and love Roundup but this commercial needed more to it. It was basic." Jan from FL
"I thought it would be something more interesting. I am not sure it really works as well as it claims." Selene from VA
"I don't think these kinds of product are necessary, and they are most certainly not good for the environment." Lynda from NH
"It looked too fake for my tastes." Stephanie from CA
"this commercial was pretty interesting for what it was trying to sell. Killing weeds isnt exactly a fun task but with this it makes it more interesting" Jenna from CT
"Decent ad but low on the wow scale for a Super Bowl ad." Barbara from CA
"This was not a Super Blow commercial in the sense that this commercial was like any other boring, previous Round-Up commercial." Abby from MI
"I thought the round up commercial was very good with good information how the job gets done..........kill those weeds." Edith from OR
"Not a horrible commercial but absolutely not of Super Bowl calaber" Cheryl from MN
"short but a product that is relevant to me. it did a good job at presenting what it was in a very short window or time" Elvira from FL
Overall Score
48.825975
The overall score is a calculated using a combination of factores include interest, emotions, and the "water cooler" effect.
Interest Ranking
78 out of 110
The interest ranking indicates how well the commercial held the interest of the viewers.
Emotion Ranking
47 out of 110
The commercial that evoked the most positive emotions and the least negative emotions.
Water Cooler Ranking
74 out of 110
The likelihood of the participants talking about the commercial the next day around the water cooler.
