The "Lost Dog" Ad by Budweiser Brand Was Identified as the Most Entertaining Super Bowl Ad of 2015, by Quantitative Agile Market Research Tool from TRC Market Research.

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TRC Market Research, a Philadelphia-based research and analytics firm tested a total of 36 TV commercials aired during the Super Bowl on Sunday February 1, 2015. The market research firm used its agile research tool, Message Test Express™ (MTE™ ), to quantitatively identify the most entertaining ads among the Super Bowl audience.

Rather than relying on many subjective opinions from various sources, we wanted to get a more accurate picture about which ads were considered entertaining among the Super Bowl TV audience

TRC, a Philadelphia-based market research firm specializing in conjoint analysis, segmentation research, new product research (, announced today the results from their agile market research tool MTE™ .

The MTE™ tool is an agile quantitative research method that quickly and systematically prioritizes choices respondents make. It’s a way to help marketers test messages, features, or positioning statements quickly and inexpensively. The tool uses a dynamic tournament structure that successively eliminates ‘losing’ features or, in this case, ads. The TV viewers didn’t directly rate the ads on a traditional rating scale, instead, they had to choose the least and most entertaining from sets of three. ‘Entertaining’ was defined as an ad quality that affected the viewers in some way – made them laugh, cry or think. MTE™ asks respondents to make simple choices which makes the task more engaging and cognitively challenging. The tool can handle up to 36 items without inducing respondent fatigue or sacrificing data quality and analytic power.

A clear winner was the "Lost Dog" ad from Budweiser, preferred by females and older audience (50+). The ad resonated well with both beer drinkers and non-beer drinkers. Distant runners up were the ads from Fiat, featuring a Viagra pill making its way to the 500X Crossover's gas tank, and Snickers, featuring characters from the Brady Bunch TV series. The Snickers ad scored well with all age groups under 65. Only those too old to have 'appreciated' the show when it first aired ranked the ad low.

The next groups of spots found the most entertaining were from Toyota, Doritos, Victoria's Secret, esurance, Bud Light, BMW and Always.

The ads that scored low in terms of their entertainment value, bottom 5 ranks, were for Chevy (What if your TV went out), Squarespace (Dreaming with Jeff Bridges), Carnival Corporation (Come back to the sea), Kia Sorento (Perfect getaway vehicle with Pierce Brosnan) and Cure Auto Insurance (Deflated ball).

The study was conducted the day after the Super Bowl among a population of TV viewers who reported they watched the Super Bowl ads. They are a mix of male and female viewers at least 18 years of age who live in the US. The study used ClearVoice Research to collect the data.

About TRC Market Research, a Philadelphia-based market research company
TRC Market Research is a product development market research firm that provides expertise in designing and implementing successful choice-related research, including new product research, pricing research, discrete-choice conjoint analysis, max-diff tournament and other complex market research techniques.

Philadelphia-based TRC Market Research is affiliated with the Council of American Survey Research Organizations (CASRO) and the American Marketing Association.
For more information, call Lenka Kolar at 215.641.2225 or visit

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