React Labs partners with Magid Associates on analysis of Super Bowl advertising

[ReactLabs Project]

FOR MORE INFORMATION, CONTACT:

Bill Day, (757.771.1230)

FOR IMMEDIATE RELEASE

FRANK N. MAGID ASSOCIATES TO RELEASE REAL-TIME ANALYSIS OF THE 

BIG GAME AND ALL THE COMMERCIALS

MINNEAPOLIS, Minn. (February 1, 2013) – Frank N. Magid Associates and React Labs

will partner  on  Sunday,  February 3, 2013 to take a  comprehensive,  real-time look at how 

consumers engage with the Super Bowl and advertising content associated with the big game. 

The research will use an innovative mobile technology to measure engagement, attitudinal 

reaction and activation across all the commercials and the event itself.

“We want to measure everything from the game itself, to Beyoncé’s half time show, to the

all important commercials,” said Bill Day, Executive Director at Frank N. Magid Associates. 

“Online polls and social TV during the game only scratch the surface of what we can learn about 

how people really engage with the Super Bowl.” 

The React Labs technology utilizes a mobile app that enables users to react to an event 

moment by moment. The new real-time polling platform captures viewer engagement with what 

they’re watching, while simultaneously collecting temporally fine-grained, interpretable data about 

their responses.

“React Labs  harnesses  the  potential  of  mobile  technology  to  tap into people’s immediate, 

unmediated responses to what they’re seeing and hearing,” said Philip Resnik, PhD, founder of 

React Labs, LLC. “Our goal for this project is to build a platform that seamlessly integrates with 

how consumers watch and react to major media events like the Super Bowl.”

Leveraging  its  domain expertise  in  content  development  and  advertising effectiveness, 

Frank N.  Magid  Associates  will provide  a comprehensive view of the game, the ads and 

consumers’ engagement with both. Magid’s advertising experts will be available to provide instant 

analysis of the impact of this premier marketing event. Additionally, a  full  graphics  package, 

custom data sets and expert opinions will be available to selected media outlets in advance and 

immediately after Sunday's game.

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Founded in 1957, Frank N. Magid Associates provides research-driven, strategic media counsel 

on the evolving consumer mindset for clients in 37 countries. The company helps businesses that 

are struggling to make sense of a constantly evolving marketplace connect with an increasingly 

elusive, splintered consumer who is seemingly hidden behind an expansive array of technologies. 

Magid not only provides businesses with an understanding of the attitudes, opinions, and actions 

of today’s technology-saturated consumers, but also offers research-driven strategic advice on 

how to successfully brand, advertise, market, and design their products and services. For more 

information, please visit Magid on the Web at www.magid.com.

React Labs LLC, based in Bethesda, Maryland, offers the industry’s most innovative and flexible 

technology platform for collecting moment-by-moment reactions on a large scale using mobile 

devices. Originating in research at University of Maryland by founder Philip Resnik, PhD, the 

technology was developed in collaboration with user experience and political science experts and 

made its debut with large scale collection of public opinion during the October 2012 presidential 

debates. For more information, see reactlabs.org or e-mail reac...@gmail.com.