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.
"they could have picked someone better to be in the commercial" Stacy from TN
"It was Kiss so of course it was cool. It was also pretty funny and definitely entertaining." Stephanie from AZ
"Disappointing commercial; I'm sure something much more interesting could have been done with KISS." Vicky from OH
"Clever, creative, entertaining. Loved it. Will make me remember cherry Dr. Pepper" Cindy from OH
"Good to see Kiss get some work, ha, ha, ha! Actually, it was pretty cool! I guess Dr. Pepper isn't a stodgy, old soda!" Carol from FL
"KISS doesnt neccessarily sell Dr. Pepper all that well" Sai from NY
"Although Kiss is a great band, the borrowing of this band for DR Pepper is not so appropriate. Besides, the typical appearance of this band is somehow exaggerated, in turns, making this commercial is less convincing." Hung from MN
"Looks refreshing I need something to drink wish I had Dr. Pepper" Angie from IA
"These Dr Pepper commercials featuring Gene Simmons are just plain annoying." Alicia from OK
"I used to love Kiss ... thanks for the old memories. The commercial held my attention, but when the 'little kiss' came on it was kinda corny." Michelle from TX
The overall score is a calculated using a combination of factores include interest, emotions, and the "water cooler" effect.
59 out of 110
The interest ranking indicates how well the commercial held the interest of the viewers.
63 out of 110
The commercial that evoked the most positive emotions and the least negative emotions.
Water Cooler Ranking
60 out of 110
The likelihood of the participants talking about the commercial the next day around the water cooler.