- Focus Group of Thousands of Viewers Provide Feedback on Ads -
EVANSTON, Ill., Feb. 4 /PRNewswire/ -- Graduate students at
Northwestern University received over 50,000 website hits from Fox viewers
during real-time polling of the 2008 Super Bowl XLII ads. Using a
technology called MIMIEO, the students polled viewers from multiple
channels simultaneously to include Facebook (PickMe application), mobile
devices such as the Apple iPhone (AAPL), and the website
http://www.VoteSuperBowlAds.com.
The students have released the EnMark Survey(TM) which evaluates
advertisements on two key dimensions: entertainment value and marketing
value. The entertainment score reflects the degree to which viewers like
the advertisement. In contrast, the marketing score reflects the extent to
which the ad influences viewers' perceptions of the advertised brand.
The survey also reports the vanity score of each ad, which is the
difference between the entertainment and marketing scores. The vanity score
reflects an excessive emphasis on creativity at the expense of building a
preference for the advertised brand. An ad with a high vanity score is
ranked as very entertaining while doing little to strengthen (and sometimes
even hurting) the advertised brand. In contrast, a low vanity score
indicates that the commercial is likely to strengthen viewers' preferences
for the advertised brand even though the commercial itself is not perceived
to be very entertaining.
Entertainment Score Rankings
Ads ranked based on their ability to entertain viewers. The top
entertaining ads starting with best were: IRONMAN, Pepsi (Bob's House),
Pepsi (Justin Timberlake), Bud Light (Wine and Cheese), Diet Pepsi Max,
Budweiser (Team), Bud Light (Breathe Fire), Victoria's Secret, Audi
(Godfather), and Doritos (Mouse Trap). The worst entertaining ads starting
were: Sales Genie (Panda), Sales Genie (Plane), CareerBuilder.com
(Firefly), and GMC (Yukon).
Marketing Score Rankings
Ads ranked based on their ability to influence viewers' perceptions of
the advertised brand. The top marketing ads starting with best were: Coke
(Charlie Brown), ETRADE (Banking Baby), Hyundai (Compared to Mercedes),
Doritos (Mouse Trap), Bud Light (Language of Love, X-Ray Vision, Wine &
Cheese), Victoria's Secret, Semi-Pro, and Life Water. The worst marketing
ads were: Garmin (Napoleon), Sales Genie (Plane), CareerBuilder.com
(Firefly), and Sales Genie (Panda).
Vanity Score Rankings
Ads based on their ability to balance entertainment and influence on
brand perceptions. The ads which most effectively balanced entertainment
and marketing starting with best were: IRONMAN, Audi (Godfather), Diet
Pepsi Max, Pepsi (Bob's House), Bud Light (Breathe Fire), Pepsi (Justin
Timberlake), Budweiser (Team), ETRADE (Banking Baby), and Bridgestone
(Firestone). The least effective ads in terms of balancing entertainment
and marketing were: GMC Yukon, Sales Genie (Plane), Cars.com (Witch
Doctor), and Life Water.
The survey methodology was created in collaboration with students and
faculty from Northwestern University of Evanston, Illinois.
Additional details regarding the EnMark Survey(TM) and the polling
technology can be obtained by contacting glenn.allison@mimieo.com or
calling 1-866-99-MIMIEO (1-866-996-4643). Thousands of real-time votes
continue to be recorded on http://www.mimieo.com
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