Sands Research Ranks Top-Ten 2008 Superbowl Commercials in Terms of Physiological Response and Memory-Recall in Viewers
Sands Research, a company specializing in neuromarketing services announced today the results of a study that tracked and recorded the brain activity of a focus group exposed to sixty commercials that aired during the 2008 Superbowl. Researchers then went on to rank the top-ten commercials in terms of physiological response and brand recall.
The study involved 20 subjects who wore caps with electrodes that were linked to electroencephalography (EEG) equipment, which measured and recorded brain activity in millisecond increments. Subjects were exposed to all 60 commercial segments that aired during the Superbowl, and were orally tested to gauge recall of ad content and brand immediately after all 60 ads. Subjects also reported their preference for each ad.
The results, which can be found at www.sandsresearch.com, demonstrated that the top-ten commercials in terms of physiological response elicited and brand recall are as follows:
1) Pepsi’s “Bob’s House”
2) Coke “Balloons”
3) Bud Light “Fly”
4) Audi “R8/Old Luxury on Notice”
5) Verizon “Voyager”
6) Under Armour “The Future is Ours'”
7) Zohan Movie Trailer “Don’t Mess With Zohan”
8) Doritos “Message From Your Heart”
9) Pepsi “Stuff/Justin Timberlake”
10) Budweiser “Clydesdale/Dalmatian Training Commercial”
“While many of the commercials that made the top-ten list were favored by critics using qualitative methods, there are a few surprises such as Pepsi’s ‘Bob’s House,’ which made the number one slot for the viewer participation the subtitles required as well as the novelty of a commercial conducted in sign language,” said Dr. Stephen Sands, founder of Sands Research.
“Overall, we found that the most influential factors determining viewer response and recall were the duration of the commercial [30-second vs. 60-second vs. 15-second spots] and the sequence with which the commercial aired [viewers demonstrated greater response and recall to those commercials that aired closer to the beginning of the game]. Furthermore we found that brand recall improved significantly if a company had two or more commercial spots throughout the course of the game.”
Scientists from Sands Research are still running statistical tests on data to determine any additional factors that may have influenced results. Neuromedia analysis is an increasingly sophisticated and cost-effective method of gauging the potency of media on viewer audiences that offers unique insight into audience engagement and the decision making process.
About Sands Research:
Sands Research provides neuromarketing and neuromedia analysis services. The company’s executive team possesses backgrounds in cognitive neuroscience. Sands Research employs real-time, physiological data to provide objective measurements for viewer response to marketing messages. These measurements, when applied to target demographic groups, provide a unique insight into audience perception and the decision making process. To learn more about Sands Research please visit their corporate website at www.SandsResearch.com.
Contact:Sands Research sales@sandsresearch.com
MUAHS Awards Unveils New Award Category For Theatrical Productions
Theย Make-Up Artists & Hair Stylists Guildย (MUAHS) IATSE Local 706 will debut the highly anticipated new award category, Broadway International,ย to their awards ceremony on Saturday, February 15, 2025, at the Fairmont Century Plaza Hotel, presented by Giovanni Eco Chic Beauty. The new category will expand the recognition of outstanding Make-Up and Hair Styling Artists to encompass all live theater productions, including Broadway International live productions. With the addition of Broadway International, the ceremony will now shine a spotlight on beloved theatrical productions from around the world, recognizing the hard work and creativity of Make-Up Artists and Hair Stylists in this genre. The MUAHS Guild Awards also honor Make-Up Artists and Hair Stylists in motion pictures, television, commercials, and music videos in 23 categories. โWe are so pleased to announce the addition of the Broadway and International Live Theater Production category. The MUAHS Guild Awards are now all-inclusive and participation is worldwide for film, television, and theater. We are very proud to be one of the very few awards shows that recognize the extraordinary work of Make-Up Artists and Hair Stylists in theater productions,โ saidย Julie Socash,ย President, MUAHS, IATSE Local 706. โI couldnโt be more excited to learn of the addition of the Broadway and International Live Theater Production category to the Make-Up Artists and Hair Stylists Guild Awards. I look forward to these amazingly talented artisans from the theatrical world receiving recognition for their hard work, expertise, and dedication to their crafts,โ saidย Angela L. Johnson, President, Make-Up and Hair Stylists, IATSE Local 798. The qualifications for Outstanding Make-Up... Read More