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EXCLUSIVE
Britney memorable but disliked; Caddy tops in persuasion
BUDWEISER'S CLYDESDALES Won the advertising crown in the Super Bowl, based upon measures of message recall, brand recall and "likeability," according to a study by Intermedia Advertising Group. But Anheuser-Busch's pool of Budweiser spots on the game ranked low for purchase intent in a second study from Merwyn Technology.
IAG's study polled 2,768 consumers on recall and likeability through four Super Bowl specific games on RewardTV.com that also asked questions about the ads. The range of responses on a per-ad basis was wide; the smallest sample was 205 and largest was 968. Error range is 4.2% with a 90% confidence level.
BUDDING EFFORT
Of the seven spots Anheuser-Busch aired, only two indexed lower than other ads on Super Bowl XXXVI, IAG found; five were among the top 10 most-liked...