Greenfield Online finds 'the best is not always the best' with the Super Bowl

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Anheuser-Busch's Budweiser, Pepsi-Cola's Pepsi, Volkswagen, E-Trade and Frito-Lay's Doritos were rated the top five "most liked" spots during Super Bowl XXXV in a survey conducted by market research firm Greenfield Online. While Anheuser-Busch, Pepsi-Cola and Frito-Lay also grabbed the "more likely to purchase" distinction, Cingular Wireless and Universal's "The Mummy Returns" knocked out E-Trade and Doritos for the top five.

The survey, which drew 505 respondents who saw some or all of the game, sought to take a closer look at next-day impressions of commercials that aired during the game. Participants were asked which of a set of 40 advertisers' in-game ads they liked most, as well as which advertiser's product or services they were "more likely to purchase as a result" of the commercials they saw during the game. Results showed that there is not always a one-to-one relationship between a commercial's "popularity" and audience interest in purchasing the product or service advertised.

In terms of favorite celebrities in spots aired, Bob Dole was voted "most liked" for his appearance in a commercial for Pepsi with 30 percent of votes, followed by boy band 'NSYNC with 22 percent. It is worth noting, however, that 24 percent of respondents also voted Mr. Dole as "least liked"; in this dubious distinction, he followed 'NSYNC, who won the category with 27 percent of votes. Of all the Super Bowl hoopla, the game itself was the "most interesting" for 43 percent of respondents; 37 percent preferred watching the commercials. Thirty-seven percent of the QuickTake audience sample was male, age 25-54; a nearly equal proportion (34 percent) was female, age 25-54. The majority (69 percent) said "they usually watch a few NFL games each season" or "try to watch as many NFL games as they can." In short, participants were an evenly balanced mix of men and women, football fans but not fanatics, who are generally considered to be active consumers.

Copyright January 2001, Crain Communications Inc.

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