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Super Bowl 2009: Meaningful Message Research Findings from Allen & Gerritsen

  • 23 Feb 2009 3:00 PM
    Message # 119644
    Anonymous

    Super Bowl 2009: Meaningful Message Research Findings from Allen & Gerritsen

    Click HERE to download the complete PDF.

    Our approach

    Most Super Bowl surveys look at one dimension of successful advertising; whether or not the respondent liked the ad. While likeability is indeed a valid measure of an ad’s effectiveness, it is not the only measure. a&g has developed another scale that attempts to measure how meaningful the ad was. The measures we’ve identified are ones that we have found to predict the success of an ad in market. These measures are by no means complete, but they do help us identify successful ads the other surveys may have missed. A score of 20 is a perfect score.

    Methodology

    An online survey was used. Ads were posted at the end of each quarter. Respondents were invited to take a survey each quarter.

    Respondents found out about the survey through email invitation, Twitter, Facebook, and ads on NECN. We had a total of 291 respondents with at least 100 completes per ad. Respondents were from across the country though a heavy concentration came from the North East region. We skewed female.

    Survey was launched at 5PM EST February 1, 2009 and closed 11:15AM EST February 2, 2009.

    Click HERE to download the complete PDF with the findings spot by spot.

 

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