About The Survey

The methodology included a two-part process, with post-testing for recall and appreciation followed by moment-by-moment spot testing for a selection of our top advertisements. Post-testing included evaluation of recall and testing for overall appreciation of the spot. Spot testing included online perception analysis along with an overall assessment of brand favorability and engagement.

Vibetrak

Least Favorite

Favorability
RoundUp
"Showdown with Weeds"
11%
Sketchers
"Shape-ups"
11%
GoDaddy.com
"Back Massage from an Aspiring GoDaddy.com Model"
16%
Recall
RoundUp
"Showdown with Weeds"
76%
Budweiser Select 55
"Lightest Beer in the World"
78%
Congratulations to These $100 Visa Card Winners
  • Barbara E. – Ankeny
  • Mike A. – Johnston
  • Heidi H. – Des Moines
  • Lora P. – Creston
  • Glen T. – Memphis
  • Diana F. – Urbandale
Big Game Advertising Survey Sponsors
Big Game Advertising Survey Sponsors KCCI KGAN KMEG.

The Big Game Advertising Survey

2010 Big Game Advertising Survey


At the beginning of this year, more than 1,000 people signed up for Harvest's annual Big Game Advertising Survey. Our participants provided some of the very first published results immediately following the game. 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 "Keep Your Hands Off My Doritos"
Doritos
"Keep Your Hands Off My Doritos"
Survey
Favorability:78%Recall:95%
Vibetrak Rating Averages
Overall:66.04 Men:65.09 Women:66.28
Under 25:69.86 25-34:66.67 35-54:66.32 55+:62.75
Vibetrak Overall Ratings »

For the second consecutive year, Doritos took the top spot in the Big Game Advertising Survey, beating out ads for Budweiser and Snickers by a wide margin. This ad performed best among the younger audience, with approval ratings of 88 percent for those under 25 years of age.

Other Commercials Tested

Budweiser "Clydesdale and Cow"
Budweiser
"Clydesdale and Cow"
Survey
Favorability:71%Recall:97%
Vibetrak Rating Averages
Overall:73.63 Men:69.13 Women:76.01
Under 25:63.26 25-34:70.43 35-54:73.80 55+:79.92
Vibetrak Overall Ratings »

Like 2009, it was another runner-up year for the Budweiser Clydesdales, and another strong showing among women. This ad carried the strongest recall of any ad in the 2010 survey and was a hit with those 55 and older.

Snickers "Betty White Plays Football"
Snickers
"Betty White Plays Football"
Survey
Favorability:70%Recall:93%
Vibetrak Rating Averages
Overall:73.56 Men:72.79 Women:73.84
Under 25:70.36 25-34:72.78 35-54:75.24 55+:69.45
Vibetrak Overall Ratings »

Betty White garnered huge laughs and strong performance in this ad for Snickers. Unlike the top two ads, this ad played very well to viewers age 25 to 54 and equally among men and women.

E*TRADE "Baby Makes Excuses to Girlfriend"
E*TRADE
"Baby Makes Excuses to Girlfriend"
Survey
Favorability:62%Recall:96%
Vibetrak Rating Averages
Overall:66.02 Men:66.61 Women:65.76
Under 25:70.53 25-34:61.54 35-54:68.86 55+:60.23
Vibetrak Overall Ratings »

The E*TRADE baby found his groove with this cheeky ad, creating the second highest recall percent in the study and earning positive response from both men and women.

Volkswagen "Slug Bug"
Volkswagen
"Slug Bug"
Survey
Favorability:58%Recall:92%
Vibetrak Rating Averages
Overall:66.11 Men:67.25 Women:65.61
Under 25:68.76 25-34:68.18 35-54:66.78 55+:61.15
Vibetrak Overall Ratings »

Volkswagen gave a nod to the long standing "slug bug" tradition in this conventional spot that scored well among all viewers under the age of 55.