Business Dean Rama Yelkur of St. John Fisher College conducted the survey. She and her team of researchers rated each ad then they surveyed Rochesterians.
The preliminary results are in. And Rochester, you chose "Alexa Loses her Voice" as the most memorable Super Bowl ad. In it, Amazon’s Echo device suddenly loses her voice, and Amazon employees have to enlist the help of a number of celebrities to substitute for ailing Alexa. The result is hilarious and audiences responded.
Business Dean Rama Yelkur of St. John Fisher College conducted the survey. She and her team of researchers rated each ad then they surveyed Rochesterians. Her researchers also gave this ad a high score because it had so many factors that Dr. Yelkur says determine likability.
"Humor, celebrities, kids, animals, music, so it had pretty much all the characteristics we say need to be orchestrated well to make a successful Super Bowl commercial," she said.
But there was one big surprise. Survey results show Rochesterians did not remember a now-celebrated Toyota ad that features Paralympic gold medalist Lauren Woolstencroft. Researchers rated it high, and it did well in national surveys, but researchers believe Rochesterians did not connect the commercial with the title or the product.
“On the recall with our survey it was very low, so maybe they didn't put two and two together. That was a surprise for me when we got our results back," said Ron Sicker, a visiting professor and Super Bowl ad researcher at St. John Fisher College.
Here are St. John Fisher’s preliminary survey results. Rochester's top ten most memorable ads are as follows:
1. Amazon: Alexa Loses Her Voice
2. Doritos Blaze vs. Mountain Dew Ice
3. NBC Olympics Best of US: Lindsey Vonn
4. Bud Light: Bud Knight
5. Tide: It’s a Tide Ad
6. Tide: It’s Another Tide Ad
7. M&M’s: Human with Danny DeVito
8. Tide: It’s Yet Another Tide Ad
9. Budweiser: Stand By You
10. Bud Light: Ye Olde Pep Talk
USA Today has published a list of the most liked Super Bowl ads. Half the ads in its top ten were also voted most memorable by Rochester residents.