National Research Firm will Team with Viewers to Determine Top Super Bowl Ads

- HCD Research will post testing results on its website during the game -

Jan 06, 2010, 15:40 ET from HCD Research

FLEMINGTON, N.J., Jan. 6 /PRNewswire/ -- HCD Research announced today that for the fourth consecutive year it will conduct a national study among viewers of Super Bowl XLIV to rate and rank the Super Bowl ads during the game.

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The company will host the study and report the final results on its web site the morning of February 8. To view the winning Super Bowl ads from 2008 and 2009, go to

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.)

According to Glenn Kessler, president and CEO, HCD Research, each year the company continues to fine-tune its Super Bowl ad testing methodology. "This year, through our development efforts, we have automated certain steps in the process, which will enable us to post results more quickly on our website during the game," explained Kessler. "Similar to last year, we will obtain viewers' reactions to all of the Super Bowl ads."

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 automated response 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.