Amanda Congdon Will Introduce Winning Ads of Super Bowl XLIII

– National Research Firm will Unveil Ad Winners on Monday Morning –

FLEMINGTON, N.J., Jan. 22 /PRNewswire/ – HCD Research announced today that Amanda Congdon, a noted writer, actress and producer will introduce the winning ads of Super Bowl XLIII on the company’s mediacurves.com web site on Monday morning after the game.

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Congdon has created and co-created many web video projects including AC on ABC, Amanda Across America, Rocketboom and Starring Amanda. She has also appeared on CSI: Crime Scene Investigation.

The company will host the study and report the results on its mediacurves.com web site the morning of February 2. To view the winning Super Bowl ads from 2007 and 2008, go to www.mediacurves.com.

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

Advertainment

Movie Trailers

Network Spots

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

According to Glenn Kessler, president and CEO, HCD Research, the company will compare the testing scores from the 2008 Super Bowl ads with the scores from this year’s ads. “We are interested in determining whether people respond to the 2009 ads differently than they did in 2008. With the challenges in the economy, we are curious if the scores are different from last year.”

Ad Testing Methodology

During the game, the Super Bowl ads will be inserted into a web survey and sent to a national representative sample of more than 2,000 participants. Responders 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 level of interest in quarter-second intervals as they watch an ad.

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 and determine the winning ads. 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 www.hcdi.net or call HCD Research at 908-788-9393.

SOURCE HCD Research