All-Pro Running Back Ray Rice Teams with National Firm to Introduce Winning Super Bowl Ads

- Baltimore Ravens and Rutgers star will introduce ads on -

Jan 28, 2010, 14:52 ET from HCD Research

FLEMINGTON, N.J., Jan. 28 /PRNewswire/ -- HCD Research announced today that Ray Rice, an all-pro running back for the Baltimore Ravens will introduce the winning Super Bowl ads for the firm's national study among viewers of Super Bowl XLIV.

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HCD Research will host the study during the game, and report the final results on its website the morning of February 8. To view the winning Super Bowl ads from 2008 and 2009, go to

"We were looking for a high-profile athlete to introduce our winning Super Bowl ads, and we were very excited when Ray Rice agreed to announce them," commented Glenn Kessler, president and CEO, HCD Research. "Not only is Ray an all-pro running back, he is a local favorite in that he had an outstanding career at Rutgers University."

In addition to the winning ad of Super Bowl XLIV, HCD Research will announce the winning ads in the following categories:


Movie Trailers

Network Spots

Other (public service, call-to-action, etc.)

Ad Testing Methodology

During the game, the Super Bowl ads will be inserted into an on-line survey and sent to thousands of study participants.  Participants will answer questions regarding their perceptions of the ads using various parameters, including breakthrough, emotion, memorability and involvement. They will also utilize an on-line dial testing system to indicate their levels of interest as they watch the ads. 

The interest levels will be analyzed in the form of curves to determine which commercials had the highest sustained levels of interest. The curves will be used as part of a metric to calculate and rank the advertisements. The metric will also include a measurement for emotions and an index for "word of mouth" impact of 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 or call HCD Research at 908-788-9393.