Here in New England, most of us are still getting over the Patriots loss in the Super Bowl — but there is always next year!
Of course, people are still talking about and analyzing the commercials.
In one of the odder but potentially most revealing looks at Super Bowl ads to date, start-up “neuromedia” research firm Sands Research strapped caps with electrodes wirelessly linked to electroencephalography machines on the noggins of about 20 test subjects in El Paso, Texas. While the research by no means can gauge purchase intent, it’s at least a measure of engagement with a commercial that closely ties it to recall.
Sands found that subjects’ brain activity soared for Coke’s “It’s Mine” ad featuring Macy’s Thanksgiving Day Parade balloons from Wieden & Kennedy, Portland, Ore., and Bud Light’s “Ability to Fly” ad from DDB Worldwide, Chicago.
But the fewest synapses fired for the Office of National Drug Control Policy’s ad from DraftFCB, New York, that showed a pusher’s lecture outside a pharmacy on the dangers of mom and dad’s prescription drugs.