Results of a national study conducted among Super Bowl viewers last night revealed that the Budweiser Horse Circus ad was selected as the number one ad of Super Bowl XLIII. Click here to view the rankings for all of this year’s Super Bowl ads.
The study was conducted by HCD Research using its Media Curves web site, during February 1-2, among a nationally representative sample of Americans over the age of 18. In addition to the winning ad of Super Bowl XLIII, HCD Research announced the winning ads in the following categories:
Other (public service, call-to-action, etc.)
“This year we compared our Super Bowl ad testing scores against the scores from last year,” said Glenn Kessler, president and CEO, HCD Research. “Our study revealed that the top five ads this year scored statistically lower than the top five ads from last year, which may indicate a change in viewers’ attitudes as a result of the current economic situation.”
During the game, the Super Bowl ads were inserted into a web survey and sent to a national representative sample of more than 2,000 participants. Responders answered questions regarding their perceptions of the ads using various parameters, including breakthrough, emotion, memorability and involvement. They also utilized an automated response system to indicate their level of interest in quarter-second intervals as they watch an ad.
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 was also included with a measurement for emotions and an index for “word of mouth” impact of the ads.