Flemington, NJ, February 6, 2009 – A new national study conducted among 312 Super Bowl viewers revealed that the Budweiser and Doritos ads were the winners in terms of long-term memorability among the Super Bowl ads.
The study was conducted by HCD Research on February 4 to measure the effectiveness and longevity of the 2009 Super Bowl ads and brands.
HCD Research conducted the study as a follow-up to the national study of Super Bowl ads that it conducted the night of the game. The results revealed that the top five ads from the original study varied significantly from the top five most memorable ads in the follow-up study.
Participants were asked if they followed-up on any specific brands or ads that aired during the Super Bowl. Respondents listed all the ads and brands they researched, requested information on, or purchased. The ads were ranked based on how many respondents claimed that they followed-up on a specific ad or brand.
Among the findings
Top 5 Most Memorable and Effective Brands:
(Measured the longevity and effectiveness of a specific Super Bowl ad/brand)
|
Brand |
% (out of respondents who claimed to follow-up on a particular brand) |
|
Anheuser Busch (Budweiser) |
25% |
|
Frito Lay (Doritos) |
21% |
|
E-Trade |
8% |
|
CareerBuilder.com |
6% |
|
Denny’s |
6% |
Top 5 Ranking Ads:
(From our original study which measured perceptions during the airing of Super Bowl)
Brand |
Score |
|
Budweiser (Horse Circus ad) |
77.02 |
|
Budweiser (Horse Fetch ad) |
74.61 |
|
Coca-Cola (Nature ad) |
72.53 |
|
Bridgestone (Mr/Mrs Potato head) |
71.73 |
|
Budweiser (Coming to America ad) |
71.48 |
Editors/Reporters: For more information on the ad testing, or to speak with Glenn Kessler, president and CEO, HCD Research, please contact Vince McGourty, HCD Research, at (908) 483-9121 or (vince.mcgourty@hcdi.net).
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