In Definitive Study - Sands Research Challenges Instant Analysis of 2009 Super Bowl XLIII Ads

EL PASO, Texas--(Business Wire)--
Sands Research Inc., a leading provider of neuromarketing research studies,
announced today the completion of their extensive study into the 72 television
commercials aired during NBC`s 2009 Super Bowl XLIII broadcast. The Company is
disputing the use of instant response measurements, such as measuring the
peripheral nervous system, to predict an advertisement`s impact on viewer`s
emotional engagement levels and brand loyalty.

"Real-time focus groups with their inherent peer pressure or measuring the
peripheral nervous system, i.e. whether the participant`s heart rate increased
or they had clammy hands, has limited correlation to the sustained attention
level a consumer devotes to the advertiser`s message," stated Dr. Stephen F.
Sands, Chairman and Chief Science Officer of Sands Research Inc.

"We have found that an engaging story that maintains the viewer`s attention
throughout the commercial, like this year`s Bridgestone Tire`s Taters (Mr. and
Mrs. Potato Head) commercial or Coke`s Heist spot with the animated insects
stealing a bottle of Coca-Cola, provides an overall strong and sustained brain
response and a better measurement of favorable brand opinion," added Sands.

Sands Research is a pioneer in using EEG technology for recording the central
nervous system`s response to television advertisements using both cognitive
brain activity and emotion. Combined with pre- and post- questionnaires, the
Company provides a comprehensive, objective analysis of a viewer`s engagement to
the material being presented by an advertiser.

"In hundreds of commercials with thousands of participants tested by Sands
Research to date, we have seen that a good ad will always have a large spike in
brain activity within the first 800 milliseconds of the ad and sustain a high
plateau across the length of the commercial, keeping the material interesting
and the viewer engaged until the very last second," stated Sands.

"Bridgestone`s Taters with an NEF score of 5.04 became one of the best Super
Bowl commercials we have tested to date. It surpassed the previous leader, the
2007 Coca-Cola commercial called Grand Theft Auto which had a NEF of 4.76.
Participants asked us to see it several times even after their test session, it
was so engaging," added the Sands Research Chairman.

Dr. Sands was referring to the Company`s Neuro Engagement Factor (NEF) scoring
system which is based upon Sands Research`s proprietary software and algorithms
that measures a viewer`s attention levels. The complete top 10 ads for the 2009
Super Bowl were as follows:

2009 Super Bowl Ad Sands Research NEF

1. Bridgestone / Taters 5.04
2. Coke / Heist 4.62
3. Pixar / Up 4.40
4. CareerBuilder / Tips 4.40
5. Budweiser / Clydesdale Circus 4.39
6. Universal / Fast and Furious 4.37
7. GE / Scarecrow 4.29
8. Taco Bell / Overrated 4.28
9. Pedigree / Crazy Pets 4.23
10. NBC / LMAO 4.20

Dr. Sands relayed that the E*Trade`s Talking Baby ad, which had an NEF score of
2.61 and was the lowest ranked TVCM measured this year, was due to the fact that
viewers had seen a similar commercial throughout 2008. He commented that a large
percentage of the Super Bowl Ads score above the 2.0 to 3.0 average score of
most ads, due to the talent and resources dedicated to advertising during such a
high profile event.

The complete NEF ranking of all the 2009 Super Bowl TV Ads can be found at the
Sands Research website: www.sandsresearch.com.

Dr. Sands will be presenting the Company`s 2009 Super Bowl findings at the
upcoming Advertising Research Foundation (ARF) conference, March 30th to April
1st in New York.

Sands Research Inc.
Ron Wright
(o) 888-267-6087 ext. 809
(m) 703-629-6406
ronw@sandsresearch.com

Copyright Business Wire 2009