'Obama Girl' Will Introduce Winning Ads of Super Bowl XLII

'Obama Girl' Will Introduce Winning Ads of Super Bowl XLII

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

FLEMINGTON, N.J., Jan. 24 /PRNewswire/ -- HCD Research announced today that Amber Lee Ettinger -- also known as the Obama Girl -- from BarelyPolitical.com, will introduce the winning ads of Super Bowl XLII on the company's mediacurves.com web site on Monday morning after the game.

(Logo:

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

Similar to last year's testing, the company will elicit the help of a panel of experts and more than 2,000 consumers to determine the top ads of this year's Super Bowl broadcast the night of the game. To view last year's winning Super Bowl ads, go to www.mediacurves.com.

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.

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 which 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 monitored 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.

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 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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