National Firm Will Provide 'Early Returns' for Super Bowl Ads During Game

Feb 04, 2010 (03:02 PM EST)

- HCD Research will offer "widget" for viewing real-time preliminary testing results -

FLEMINGTON, N.J., Feb. 4 /PRNewswire/ -- HCD Research announced today that as an added feature to its annual Super Bowl ad testing study, viewers will have the ability to access real-time preliminary testing results during the game.


The national study will be conducted among viewers of Super Bowl XLIV to rate and rank the Super Bowl ads. During the game, viewers with access to an on-line widget can view preliminary results that will be updated with advertising scores and overlaying "curves", which represent real-time interest levels. To view information on how to embed and access the widget, go to:

HCD Research will host the study on its website and the results will be introduced by All-Pro Running Back Ray Rice on the morning of February 8. To view the winning Super Bowl ads from 2008 and 2009, go to

"Each year, we try to add a new feature or spin to our annual Super Bowl ad testing," explained Glenn Kessler, president and CEO, HCD Research. "We thought it would be interesting for members of the media and study participants to view preliminary results as they are tabulated during the game."

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


Movie Trailers

Network Spots

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

Ad Testing Methodology

During the game, the Super Bowl ads will be inserted into an on-line survey and sent to thousands of study participants.  Participants will answer questions regarding their perceptions of the ads using various parameters, including breakthrough, emotion, memorability and involvement. They will also utilize an on-line dial testing system to indicate their levels of interest as they watch the ads. 

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. 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 or call HCD Research at 908-788-9393.