Flemington : Results of a national study that compared the 2008 and 2009 Super Bowl ads against this year’s ads revealed that the top five ads in 2010 scored statistically lower than the top five ads from similar studies conducted in 2008 and 2009.
The studies were conducted by HCD Research using its mediacurves.com website, during the Super Bowl broadcasts.
“Our comparison revealed that the top five Super Bowl ads scored statistically lower than the top five ads from the previous two years,” explained Glenn Kessler, president and CEO, HCD Research. “The steady decline in ad scores suggests that viewers’ attitudes may be somewhat jaded as a result of the sluggish economy. In addition, creative treatments and production values may have been comprised due to budget constraints.”
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 “word of mouth” impact of the ads. They also utilized an on-line dial testing system to indicate their levels of interest in the form of curves as they watched the ads.
HCD Research is a communications research company headquartered in Flemington, NJ. The company’s services include traditional and web-based marketing and communications research.