At the beginning of this year, more than 1,000 people signed up for Harvests annual Big Game Advertising Survey. Throughout our two-day survey process, panelists were tested on their recall and appreciation of the popular advertising. Panelists then used Vibetrak to provide second-by-second reviews of a selection of the Big Game's top ads.
The Winner
- Doritos "Crystal Ball"
- Favorability:78%Recall:98%
- Overall:71.94Men:74.90Women:70.34
- Vibetrak Overall Ratings »
Not only was this spot the big winner of the 2009 Big Game Advertising Survey, but it was also produced for roughly $2,000 by the now famous brothers from Indiana. This spot carried the highest recall of any that were tested.
Other Commercials Tested
- Budweiser "Show Off"
- Favorability:76%Recall:96%
- Overall:78.20Men:71.98Women:81.55
- Vibetrak Overall Ratings »
Though not the winner in the 2009 Big Game Advertising Survey, this spot scored well in perception analysis testing, especially among women.
- Coke "The Heist"
- Favorability:69%Recall:97%
- Overall:74.59Men:69.69Women:77.24
- Vibetrak Overall Ratings »
More favorable than the other Coca-Cola offerings, "The Heist" captured attention and favorability.
- Bridgestone "Potato Heads"
- Favorability:67%Recall:94%
- Overall:73.96Men:73.15Women:74.39
- Vibetrak Overall Ratings »
Unlike the other spots tested, Mr. and Mrs. Potato Head seemed to appeal to both men and women participating in the Big Game Survey.
- CareerBuilder "It May Be Time"
- Favorability:44%Recall:97%
- Overall:49.13Men:51.40Women:47.90
- Vibetrak Overall Ratings »
It may be time…for this ad to hit the sidelines. Or is it? Recall was very high for this controversial ad. Did it reach the right audience with the right message?
