Accelerant Research, based in Charlotte, NC, has conducted a survey using the new video analysis decision system in its BlogNog online research platform that asked Super Bowl viewers to provide frame-by-frame ratings of the Super Bowl ads.
The unique survey results analyze the exact scenes in Super Bowl ads that viewers loved and hated.
The results of the research provide not only the top rated ads, but also the exact moments in which the 2013 Super Bowl viewers loved and hated them.
The winning moment of the 2013 Super Bowl ads was the hug between trainer and Clydesdale in Budweiser's "Brotherhood" spot. This was by far the most preferred moment of this year's batch of ads, as no other ad in general or other scenes in particular captured the level of appeal present in this embrace.
On the other hand, the least favorably received moment of the 2013 Super Bowl ads also involved an embrace of sorts. The lowest rated scene was that of GoDaddy's "Perfect Match" ad, immediately following the extended make-out session between Bar Refaeli and Walter. As against the most favorable moment, this was by far the least preferred moment of the big game's ads.
Other notably liked scenes were the return to the nursing home in Taco Bell's "Viva Young," the goat kicking the door closed in Doritos' "Goat 4 Sale," and Red's cowering under the piano in M&M's "Love Ballad."
Accelerant Research conducted this study online among a demographically representative sample of 100 Americans, aged 18 and older who viewed the Super Bowl. The survey was conducted immediately following the game, and Accelerant Research enlisted the help of Precision Sample, which provided the willing research panelists to participate in the study.
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