HCD Research announced today that for the fourth consecutive year it will conduct a national study among viewers of Super Bowl XLIV to rate and rank the Super Bowl ads during the game. The company will host the study and report the final results on its mediacurves.com web site the morning of February 8.
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 automated response system to indicate their levels of interest as they watch the ads.