Home |  site-map |  indonesia |  indonesian-single-source-articles |  asteroid-user-registration |

Roy Morgan OZ Panel Login  |  Mail Diary Panel Login |   careers |  contact-us |

A special Roy Morgan Reactor ad test over the last 24 hours shows that Volkswagen’s Super Bowl advertising campaign was a success, with ‘The Force’ having the strongest positive reaction amongst both male and female viewers. Its other ad ‘Black Beetle’ also received strong positive reactions — according to The Reactor, Roy Morgan’s online real time reaction device with a sample of over 200 viewers across America testing ten of the best Super Bowl ads.

Other popular ads with viewers included:

• PepsiMax ‘Love Hurts,’ in which a demanding female throws a PepsiMax can at her partner’s head which hits a women he is admiring;
  
  
• eTrade ‘Baby Tailor,’ continuing eTrade’s theme of using speaking babies; and
  
  
• Snickers ‘Logging,’ using humour to illustrate that “You’re not you when you’re hungry.”

Click on the graph (above) to view the interactive Reactor report with selectable graphs synchronised with the video of the ads.

The dramatic Coca-Cola ‘Siege’ ad, with the dragon that drinks Coca-Cola resulting in fireworks coming from his mouth, generated a more positive reaction from male viewers than female viewers. Female viewers only reacted positively after the Coca-Cola bottle was revealed in the ice. Male respondents on the other hand, liked the war scene from the start.

The HomeAway.com ‘De Tourism’ ad was the worst performing ad, receiving a neutral response from all viewers. Advocating HomeAway.com accommodation to families instead of hotels, the ad engaged neither female nor male viewers. The female viewers’ reaction dropped sharply when the baby splattered on the window.

Doritos ‘Best Part’ incited a weak positive reaction from male viewers and a negative reaction from female viewers, who reacted negatively to the Dorito eater sucking his work colleague’s finger and pulling the pants from another colleague. Female viewers were reacting positively to Cars.Com, including to the suggestive jokes to the female car, however their reaction turned negative when the female car buyer commented about a car: “...Just like the review said, big rear end.”

Michele Levine, CEO of Roy Morgan International, says:

“The result for the Doritos ‘Best Part’ and HomeAway.com ‘De Tourism’ is not surprising given their dark and unusual humour. This, coupled with the drop from females when a negative comment is made in Cars.com, is consistent with other Reactor tests which show that viewers react more positively to positive themes. The reaction to Volkswagen ‘The Force’ and eTrade ‘Baby Tailor’ show that children are always a winner, as are animals, with CareerBuilder ‘Parking’ and Volkswagen ‘Black Beetle’ also generating positive reactions.”

View a graphic PDF overview of the results here.

View a 5 minute video of the Reactor results here.

For further information:

Michele Levine:    Office +61 3 9224 5215         Mobile +61 411 129 093

Portia Morgan:    Office +1 609 356-1187           Mobile +1 908 938 3783

Tony Bazerghi:    Office +1 609 356-1181           Mobile +1 908 463 2504

© 2012 Roy Morgan Research. All Rights Reserved
privacy-statement