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Dove Men Super Bowl Ad Scoring Incredibly 'Consistent Positive Reaction' in Research

January 30, 2015 02:32 PM
Dove Men's Super Bowl ode to dads scored one of the "most consistent positive reaction graphs" Spot Trender has seen with "negligible" negatives.
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Last year Spot Trender, a research company used by brands and agencies to pre-test ads, helped us see how viewers reacted to big Super Bowl commercials second-by-second. This year it's back on the case, starting with one of the first 2015 Super Bowl ads to be pre-released: Dove Men+Care's ode to fatherhood, which scored one of the "most consistent positive reaction graphs" Spot Trender has seen, with "negligible negative reaction."

Spot Trender tracks ads' reception by asking a panel of consumers to press keys on their computers as they watch. Each video had a sample size of 300 complete responses.

"Instead of using testosterone-driven, hyper masculine image to sell products, #RealStrength cleverly and successfully uses the strong, caring, masculine image of the father, the protector to drive home the message: "Care makes a man stronger," said Rick Nguyen, co-founder of Spot Trender, an in email.

"While the product is for men, women like the spot significantly more than men," he added. "When asked if they liked the ad, a whooping 94% of female participants said they 'very much liked' or 'somewhat liked' the ad, compared to 83% of male participants."

Keep an eye out for more results on the Monday after the Super Bowl.

Dove Men's ode to dads is scoring one of the "most consistent positive reaction graphs" Spot Trender has seen with "negligible" negatives.


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