Super Bowl Ad Scores Continue to Decline Compared to 2008 and 2009 Ads

-- Top five ads of 2008 and 2009 receive higher ratings than 2010 Super Bowl Ads --

News provided by

HCD Research

Feb 09, 2010, 04:28 ET

FLEMINGTON, N.J., Feb. 9 /PRNewswire/ -- 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.

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The studies were conducted by HCD Research using its mediacurves.com website, during the Super Bowl broadcasts. To view the top five rankings and the ads from the 2008 and 2009 Super Bowls go to: www.mediacurves.com

    Comparing Top Five Super Bowl Ad Scores from 2008 through 2010 

    
    
    
      Top Five Ads 2008         Top Five Ads 2009         Top Five Ads 2010
    ---------------------      -------------------       -------------------
    FedEx -                    Budweiser -               Budweiser – 
     Pigeons        80.71       Horse Circus 77.02        Bull         72.78
    ---------------------      -------------------       -------------------
    Budweiser -                Budweiser -               Snickers - 
     Rocky          80.25       Horse Fetch  74.61        Betty White  70.95
    ---------------------      -------------------       -------------------
    Coca-Cola -                Coca-Cola -               Denny's -
     Balloons       78.51       Nature       72.53        Grand Slam   67.12
    ---------------------      -------------------       -------------------
    Diet Pepsi -               Bridgestone -             Doritos - 
     What is Love   76.66       Potato Head  71.73        Hands-Off    66.82
    ---------------------      -------------------       -------------------
    Bridgestone -              Budweiser - Coming        Flo TV - 
     Squirrel       75.87       to America   71.48        Generation   66.03
    ---------------------      -------------------       -------------------

"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."

Ad Testing Methodology

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.  For additional information on HCD Research, access the company's web site at www.hcdi.net or call HCD Research at 908-788-9393.  

SOURCE HCD Research

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