Experts and Consumers Will Determine Winning Ads of Super Bowl XLII

Experts and Consumers Will Determine Winning Ads of Super Bowl XLII

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

FLEMINGTON, N.J., Jan. 30 /PRNewswire/ -- HCD Research announced today that it will enlist help from a panel of experts and more than 2,000 consumers to determine the top ads of Super Bowl XLII the night of the game.

The company will report the winning Super Bowl ads on its mediacurves.com web site at 6:30 a.m. on Monday morning. To view last year's winning Super Bowl ads, go to www.mediacurves.com.

(Logo:

http://www.newscom.com/cgi-bin/prnh/20071204/NYTU133LOGO )

The two-phase research will consist of an initial qualitative phase in which a panel of noted ad agency executives, advertising professors and industry professionals will view each commercial during the game. After viewing the commercials, they will rank the top 20 advertisements using various parameters, including breakthrough, emotion, memorability and involvement.

Among the panel members are:

Arthur J. Kover, Ph.D., former editor of the Journal of Advertising
Research and Yale University Management Fellow

Stuart Kreisman, Emmy Award-winning writer/producer

Jim Gaylord, vice president, global market research, Activision, Inc.

Shelly Rodgers, Ph.D., associate professor, strategic communication,
University of Missouri School of Journalism

Christopher Borick, Ph.D., director, Muhlenberg College Institute of
Public Opinion

Chan Choi, Ph.D., chairman of marketing at the Rutgers Business School

Steve Feinberg, creative director, The Seiden Agency

Paul Brala. Ph.D., clinical psychologist

Each commercial will be assigned a value based on the mean of the responses for each advertisement.

The top 20 advertisements in phase one will be inserted into a web survey and sent to a national representative sample of more than 2,000 participants. In this phase, responders will answer questions regarding their perceptions of the ads and will also utilize an automated response system that allows them to indicate their level of interest in half-second intervals as they watch a commercial. The results will be averaged for each half second and transformed into curves, which indicate the portions of the commercial that generated high and low levels of interest.

The interest levels will also be analyzed to determine which commercials had the highest sustained levels of interest. The curves will be used as part of a metric that will be calculated to rank the 20 advertisements and determine the winning 2008 Super Bowl advertisement. 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.

First Call Analyst:
FCMN Contact:

Photo: NewsCom: http://www.newscom.com/cgi-bin/prnh/20071204/NYTU133LOGO
AP Archive:

http://photoarchive.ap.org/
PRN Photo Desk, photodesk@prnewswire.com
Source: HCD Research

CONTACT: Vince McGourty of HCD Research, +1-908-483-9121,
vince.mcgourty@hcdi.net

Web site:

http://www.hcdi.net/
http://www.mediacurves.com/

NOTE TO EDITORS: For more information on the Super Bowl ad testing, or to speak with Glenn Kessler, president and CEO, HCD Research, please contact Vince McGourty.

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