'Just the Ads, Ma'am': One Third of Super Bowl Viewers Tuned in Just for Ads; Christopher Reeves Gets Top Rating for Celeb Appearance.Business/Technology Editors GREENWICH, Conn.--(BUSINESS WIRE)--Jan. 31, 2000 In an overnight survey conducted by InsightExpress, the world's first fully automated online market research service, one-third of Super Bowl viewers confessed that they watched the big game just to catch the much-hyped commercials. While everyone's attention was on the dot-com ads, Christopher Reeve stole the show among ads that featured celebrities. Forty-three percent of InsightExpress respondents felt the image of Reeves walking in a Nuveen ad was the best cameo cameo (kăm`ēō), small relief carving, usually on striated precious or semiprecious stones or on shell. The design, often a portrait head, is commonly cut in the light-colored vein, and the dark one is left as the background. by a celebrity. Kudos for the Best Overall Ad (12.3%) went to FedEx for its Land of Oz spot, followed by E-trade's Monkey ad (10.7%) in second place, according to according to prep. 1. As stated or indicated by; on the authority of: according to historians. 2. In keeping with: according to instructions. 3. InsightExpress respondents. But the same E-trade Monkey spot edged out other dot-coms to take top honors (23%) in the Best Dot-Com Ad category. Top ads in each category include: Best Celebrity Cameo Appearance 1. Christopher Reeve - Nuveen (43%) 2. Retired Celebrities Roundup - Charles Schwab Charles Schwab can refer to:
3. Mike Ditka Michael Keller Ditka, Jr. (born October 18, 1939, in Carnegie, Pennsylvania) also known as Iron Mike Ditka or Da Coach, is a former American football NFL player, television commentator, and coach. Ditka coached the Chicago Bears for 11 years. - Blockbuster (13.3%) 4. Muhammad Ali Muhammad Ali, pasha of Egypt Muhammad Ali, 1769?–1849, pasha of Egypt after 1805. He was a common soldier who rose to leadership by his military skill and political acumen. - Healtheon-WebMD (11.9%) 5. Wayne Gretzky Noun 1. Wayne Gretzky - high-scoring Canadian ice-hockey player (born in 1961) Gretzky - Anheuser Busch (9.4%) InsightExpress' Best Overall Ad 1. FedEx - Land of Oz (12.3%) 2. E-trade - Monkey (10.7%) 3. Anheuser Busch - Rex the Dog (10.4%) 3. Pepsico - Mountain Dew mountain dew n. Illegally distilled corn liquor. - &uot;Bohemian Rhapsody&uot; Parody (10.4%) 4. Nuveen - Christopher Reeve &uot;walking&uot; (7%) 5. Anheuser Busch - Baby Clydesdale (6.5%) InsightExpress' Most Annoying Overall Ad 1. Healtheon-WebMD - Muhammad Ali (17%) 2. WWF See Windows Workflow Foundation. - Beauty Pageant (14.7%) 3. Lifeminders.com - Worst Super Bowl Commercial (9.4%) 4. Anheuser Busch - The Wassup Guys?! (6.3%) 5. Pets.com - Sock Puppet A phony name made up by a user in order to masquerade as someone else on the Internet. Sock puppets can make controversial comments or vote for or against a cause without revealing their identity. &uot;If You Leave Me Now&uot; (5.6%) InsightExpress' Dot-Com Favorite 1. E-trade - Monkey (23.3%) 2. Pets.com - Sock Puppet &uot;If You Leave Me Now&uot; (15%) 3. E-trade - Emergency Room (9.9%) 4. Oxygen.com - Baby Girls (8.9%) 5. Lifeminders.com - Worst Super Bowl Ad (6.1%) InsightExpress' Dot-Com Least Favorite 1. Healtheon-WebMD - Muhammad Ali (16.9%) 2. Lifeminders.com - Worst Super Bowl Commercial (11.2%) 3. Monster.com - Robert Frost (7.8%) 4. Autotrader.com - Used Cars ( 7.2%) 5. Oxygen.com - Baby Girls (6.6%) The survey questioned 650 adults across the U.S. via the Internet. Participants fell into a wide age bracket and comprised 55% men and 45% women. Using InsightExpress' patent-pending technology, the survey was developed, implemented and analyzed in a fraction of the time it typically takes to field research of this magnitude. About InsightExpress InsightExpress is affiliated with NFO NFO Info File (file type extension) NFO New Fund Offer NFO National Farmers Organization NFO Naval Flight Officer (US Navy) NFO National Family Opinion Worldwide and is the nation's pioneering provider of fully automated market research. Through its application of Internet-based technologies, market research acumen, and respondent management expertise, InsightExpress provides clients fast, affordable, and reliable insights into the needs, behaviors and attitudes of their targeted consumers, customers and employees. Through its end-to-end, patent-pending process, InsightExpress enables users to access the consumer input they need to make better decisions. Visit InsightExpress on the Web at www.insightexpress.com. |
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