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CBS Survivor Spot Rated as Worst Ad of Super Bowl XLIV

Flemington, NJ – Results of a national study conducted among thousands of Super Bowl viewers revealed that the CBS Survivor commercial was rated as the worst ad of Super Bowl XLIV. To view ratings of all of this year’s Super Bowl ads, go to www.mediacurves.com.
The study was conducted by HCD Research using its mediacurves.com website, during Feb. 7-8, among thousands of Americans over the age of 18. To view the rankings and results for all of this year’s Super Bowl ads, go to www.mediacurves.com.
Among the Super Bowl ads, spots for Boost Mobile, the U.S. Census Bureau, Go Daddy, and the movie “The Back-Up Plan” also were among the lowest rated ads.

Five Lowest Rated Ads of Super Bowl XLIV
Ad
Scores
(Higher scores indicate better ad ratings)
CBS Films’ “The Back-Up Plan”
35.54
Boost Mobile “Mobile Shuffle”
33.32
US Census Bureau “Production Meeting”
30.69
Go Daddy “Massage”
28.01
CBS “Survivor”
25.93

Ad Testing Methodology
During the game, the Super Bowl ads were inserted into an on-line survey and sent to thousands of study participants. Participants answered questions regarding their perceptions of the ads using various parameters, including breakthrough, emotion, memorability and “word of mouth” impact of the ads. They also utilized an on-line dial testing system to indicate their levels of interest in the form of curves as they watched the ads.