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UMD Technology Measures Super Bowl Reactions in Real Time

January 31, 2013
Contacts: 

Dave Ottalini, University of Maryland, 301-405-4076
Bill Day,  Frank N. Magid Associates, 757-771-1230

University of Maryland Professor Philip ResnikUpdate: Below are some topline results from the study. The full results are available here.

  • Nearly 400 consumers from ages 17 to 67 and from coast-to-coast participated throughout the game.
  • Consumers had the strongest response to the Budweiser 'Clydesdale' ad; however, the respondents reported little to no intent to purchase while watching the spot.
  • Kia's 'Babylandia' ad showed strong reaction from consumers. Activation responses came late in the spot, driven largely by the technology demonstration driving the spot's punchline.
  • Subway's blooper driven 'Februhuh' spot missed the mark with consumers, eliciting high levels of "blah" and "dislike" reactions across the sample.

 

COLLEGE PARK, Md. - University of Maryland Professor Philip Resnik's React Labs is partnering with Frank N. Magid Associates this Sunday to take a comprehensive, real-time look at how consumers engage with the Super Bowl and its advertising. The research will use React Lab's innovative mobile technology - developed at the University of Maryland - to measure how engaged viewers are, their reaction to the Super Bowl and its commercials, and if they plan to buy any of the products advertised.

The React Labs technology utilizes a mobile app that enables users to react to an event moment by moment. The new real-time polling platform captures viewer engagement with what they're watching, while simultaneously collecting temporally fine-grained, interpretable data about their responses.

"React Labs harnesses the potential of mobile technology to tap into people's immediate, unmediated responses to what they're seeing and hearing," says Professor Philip Resnik, founder of Bethesda-based React Labs.

Resnik holds joint appointments at Maryland in the Department of Linguistics and at the Institute for Advanced Computer Studies (UMIACS).

"Our goal for this project is to build a platform that seamlessly integrates with how consumers watch and react to major media events like the Super Bowl," he says.

The technology was last used to judge reactions during the presidential debates at the University of Maryland and other colleges and universities across the U.S.

This is the first time it has been used with a Super Bowl.

"We want to measure everything from the game itself, to Beyoncé's half time show, to the all-important commercials," says Magid Executive Director Bill Day. "Online polls and social TV during the game only scratch the surface of what we can learn about how people really engage with the Super Bowl."

Leveraging its domain expertise in content development and advertising effectiveness, Frank N. Magid Associates will provide a comprehensive view of the game, the ads and consumers' engagement with both. Magid's advertising experts will be available to provide instant analysis of the impact of this premier marketing event.

Additionally, a full graphics package, custom data sets and expert opinions will be available to selected media outlets in advance and immediately after Sunday's game.

About React Labs
React Labs LLC, based in Bethesda, Maryland, offers an innovative technology platform for collecting moment-by-moment reactions on a large scale using mobile devices.  Originating in research at University of Maryland by founder Philip Resnik, PhD, the technology was developed in collaboration with user experience and political science experts and made its debut with large scale collection of public opinion during the October 2012 presidential debates.  For more information, see reactlabs.org.  E-mail: reactlabs@gmail.com; phone: (302) U 2 REACT (You, too: react!  302-827-3288).

About Frank N. Magid and Associates
Founded in 1957, Frank N. Magid Associates provides research-driven, strategic media counsel on the evolving consumer mindset for clients in 37 countries. The company helps businesses that are struggling to make sense of a constantly evolving marketplace connect with an increasingly elusive, splintered consumer who is seemingly hidden behind an expansive array of technologies. Magid not only provides businesses with an understanding of the attitudes, opinions, and actions of today’s technology-saturated consumers, but also offers research-driven strategic advice on how to successfully brand, advertise, market, and design their products and services. For more information, please visit Magid on the Web at www.magid.com.