Results of a national study conducted among Super Bowl viewers last night revealed that the Budweiser Bull ad was selected as the number one ad of Super Bowl XLIV.

The study was conducted by HCD Research using its mediacurves.com website, during February 7-8, among thousands of Americans over the age of 18.

During the game, the Super Bowl ads were inserted into an on-line survey and sent to thousands of study participants. Those participating answered questions about their perceptions of the ads using various parameters, including breakthrough, emotion, memorability and involvement. They also used an on-line dial testing system to indicate their levels of interest as they watch the ads.

The interest levels were then analyzed in the form of curves to determine which commercials had the highest sustained levels of interest. The curves were used as part of a metric to calculate and rank the advertisements. The metric also included a measurement for emotions and an index for “word of mouth” impact of the ads.