Survey Says: Clydesdales Rode High, GoDaddy Went Low

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By: Dwayne W. Waite Jr.

This year's Super Bowl did not come without surprises. The power outage almost assures New Orleans a new stadium if it ever wants to have a Super Bowl again. The post-game commentary will be filled with the interesting calls and no-calls from the first-time Super Bowl crew. More than several people wonder if the NFL stepped in and encouraged less penalties, because, if we remember correctly, last year's Super Bowl had quite a few.

And the ads gave us what we expected. But how did the public respond?

Accelerant Research, a full-service market research firm based in Charlotte, used its BlogNog online research platform to find out. The research was a frame-by-frame rating of the Super Bowl ads immediately following the game. With the help of Precision Sample, Accelerant Research gathered nearly a hundred adults 18 and over who were watching the game to participate in the study.

Most Liked: Budweiser, "Brotherhood"

Yes, as we mentioned in our Talent Zoo editorial, the Clydesdale ad pulled at the heartstrings of pet owners and hopeless romantics. The bond between an animal and a man is rarely ever aptly described, but demonstrating it can give people an idea. The research noted that the part in the ad where the trainer and the horse hugged was the winningest moment.

Least Liked: GoDaddy, "Big Kiss"

We gave this ad one of our "highest disappointments" and the research done by Accelerant research agrees. The frame-by-frame ratings gave this ad the least favorable rating, and the moment hit nearly rock bottom during the extended makeout session between Ms. Refaeli and the smart kid.

Accelerant's press release also noted that other liked scenes included the return to the nursing home in the Taco Bell spot, the goat closing the door in the Doritos spot, and Red M&M hiding under the piano in the "Anything for Love" spot.

Animals continue to win when it comes to designing a winning Super Bowl ad. And though shocking ads are memorable, there comes a point when it just gets weird. GoDaddy is tipping toward that point.

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About the Author

Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.

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