Amanda Congdon Will Introduce Winning Ads of Super Bowl XLIII
– National Research Firm will Unveil Ad Winners on Monday Morning –
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
In addition to the winning ad of Super Bowl XLIII, HCD Research will announce the winning ads in the following categories:
Other (public service, call-to-action, etc.)
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
SOURCE HCD Research