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Predicting Online Buzz Generated by Super Bowl Ads

By Andrew Redfern @ 26th January 2009 7:07 pm

Study of 2008 Super Bowl(R) ads, and subsequent performance on MySpace reveals strong correlation between emotions and behavior

BOSTON, Jan. 22 /PRNewswire/ — Innerscope Research(TM), a revolutionary biometric media research firm, announced today that it can predict accurately and reliably the online buzz generated by Super Bowl(R) advertisements, a conclusion confirmed by multiple correlations observed during a study of 2008 Super Bowl ads and their subsequent performance on MySpace.

Innerscope’s methodology, which is based on emotional response measurement (ERM) and proprietary analysis, provides advertisers with unprecedented insight into how consumers truly feel about their advertising.

Innerscope is preparing a larger biometric study for this year’s Super Bowl, and more information is available at www.innerscoperesearch.com/superbowl.

“Companies still benefit from their Super Bowl ads in the months following the game,” said Dr. Carl Marci, CEO and co-founder of Innerscope Research. “However, they are not necessarily those companies that were initially lauded after the game.”

Dr. Marci was not surprised by the size of the correlations. “The fact that we outperformed Dial testing and EEG testing shouldn’t be surprising, because emotions are the prime determinant of behavior, and we measure these emotions as they occur.”

In the study, conducted over eight months beginning with the 2008 Super Bowl, Innerscope found that its emotional response measurement testing significantly outperformed EEG testing (conducted by Sands Research) and Dial testing (the method behind USA Today’s AdMeter). Results were based on data listed on their respective websites.

In monitoring how ads fared on MySpace following the game, Innerscope found that the top five ads as ranked by its ERM methodology received:

2x more views than the top five ads as ranked by Dial testing
6x more comments than the top five ads as ranked by Dial testing
1.5x more views than the top five ads as ranked by EEG testing
6x more comments than the top five ads as ranked by EEG testing
“From a study of just 30 people, we predicted the behavior of millions, and did it more accurately than other measurement methods,” Dr. Marci said. “In last year’s study, we were able to look forward eight months and predict which ads would receive the most online views and comments.”

Innerscope’s study began with a live biometric test of 30 fans during the Super Bowl. To simulate a natural experience, participants were allowed to bring along a friend and to eat and drink (up to one alcoholic beverage per quarter) throughout the game.

Participants wore lightweight, wireless vests that allowed Innerscope to monitor the biomeasures that comprise emotions (heart rate, respiration, movement and arousal). Over the course of the game, the measures produced more than 100 million data points.

Innerscope monitored over 50 national ads and ranked their measures of emotional engagement. To determine how these measures performed against traditional methods, Innerscope monitored how often Super Bowl ads were viewed on MySpace, which created a central location where all of the Super Bowl ads could be viewed.

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