The Doritos was shown to hold the strongest overall ad potential due to the ad's very strong breakthrough efficiency score, carrying the highest recall of any ad tested.
Though not the winner, the Volkswagen ad scored strong likeability and ad performance scores. Respondents clearly connected with the ad, shown in the ad's strong Vibetrak moment-by-moment ratings. The ad's potential downfall...issues with brand association affected the ad's breakthrough efficiency score.
While Pepsi Max's ad connected with women more than men, the ad showed favorable scores among respondents throughout the country.
While the dogs partied, respondents engaged quickly with the ad and provided relatively strong ratings for the ad overall.
Snickers' Lumberjacks ad carried the lowest ad potential among the tested commercial pod. The ad showed a relatively lower breakthrough and ad likeability efficiency scores. Throughout the moment-by-moment ratings, respondents appeared less connected with the ad as compared to other ads in the commercial pod.
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.
