Harris Interactive through its Marketing Communications Research (MCR) Group, has introduced a new research methodology for tracking advertising awareness and measuring ad effectiveness. Initially,
the new MCR methodology will be used to study the effectiveness of Super Bowl commercials. The results of the study will be publicly released by February 1. Harris Interactive will also offer a
series of MCR reports prior to and immediately following the Super Bowl. A presentation of findings on the impact of program content on advertising effectiveness will be presented at the ARF InfoPlex
2001 NYC Conference.
