Super Bowl Ad Scores Continue to Decline

Wednesday, 10 February 2010, 12:14 pm
Press Release: HCD Research

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 --

Flemington, NJ, February 9, 2010 – 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. 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 - Pigeons 80.71/ Budweiser - Horse Circus 77.02 / Budweiser – Bull 72.78/

Budweiser - Rocky 80.25/ Budweiser - Horse Fetch 74.61/ Snickers - Betty White 70.95

Coca-Cola - Balloons 78.51 / Coca-Cola - Nature 72.53/ Denny’s - Grand Slam 67.12

Diet Pepsi - What is Love 76.66/ Bridgestone - Potato Head 71.73/ Doritos - Hands-Off 66.82

Bridgestone - Squirrel 75.87/ Budweiser - Coming to America 71.48/ Flo TV- 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.

ENDS

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