Press Releases
Viewers will Pick MVP of Super Bowl Commercials
-- Research Firm Conducting National Study to Determine Winning Ad --
FLEMINGTON, N.J.--(BUSINESS WIRE)--HCD Research will conduct a national study the night of the Super Bowl to rate the commercials and announce the winning ad on Monday.
The two-phase research will consist of an initial qualitative phase in which a panel of noted advertising and marketing professors and ad agency executives will view each commercial. After viewing the commercials, they will rank them using various parameters. Among the panel members are:
Arthur J. Kover, Ph.D., former editor of the Journal of Advertising Research and Yale Management Fellow
Stuart Kreisman, Emmy Award-winning writer/producer
Jim Gaylord, former vice president of international marketing research, Fox Studios
Christopher Borick, Ph.D., director, Muhlenberg College Institute of Public Opinion
Larry Iaquinto, president and chief operating officer, IHC Group
Steve Feinberg, creative director, The Seiden Agency
Paul Brala. Ph.D., clinical psychologist
Each commercial will be assigned a value based on the mean of the responses for each advertisement. The top six advertisements in phase one will be inserted into a web survey and sent to a national representative sample of more than 600 Americans. In this phase, responders will answer questions regarding their perceptions of the ads and will also utilize an automated response system which allows them to indicate their level of interest in half-second intervals as they watch a commercial.
The results will be averaged for each half second and transformed into curves which indicate the portions of the commercial that generated the high and low levels of interest. The curves will be used as part of a metric that will be calculated to rank the six advertisements and select the winning 2007 Super Bowl advertisement.
Editors/Reporters: For more information on the ad testing, or to speak with Glenn Kessler, managing partner, HCD Research, please contact Vince McGourty, HCD Research, at (908) 483-9121 or (vince.mcgourty@hcdi.net).
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.