New Online Ad Research Tool To Track Super Bowl Ads

Tuesday January 16, 10:58 am Eastern Time

Harris Interactive’s Marketing Communications Research (MCR) Group to introduce methodological advancements in ad tracking and effectiveness

ROCHESTER, NY–(BUSINESS WIRE)–January 16, 2001– Harris Interactive (Nasdaq: HPOL – news), the global leader in Internet-based market research, through its Marketing Communications Research (MCR) Group, is pleased to announce the introduction of an exciting 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 at:

Place: ARF InfoPlex NYC 2001

Date: Monday, March 5, 2001

Time: 5:30 PM (EST)

Who: George Terhanian, PhD., Vice President of Research and Methodology, Harris Interactive Michael Lewis, Director, Interactive Marketing Intelligence, Harris Interactive

Topic: Another Year of Learning: Online Methodologies and Best Practices

About Harris Interactive Marketing Communications Research (MCR)

Harris Interactive’s Marketing Communications Research Group (MCR) has developed advanced market research solutions to test the performance of multi-media marketing communications. From ideation to concept and communication tests to brand loyalty measurement, MCR offers online qualitative and quantitative methodologies to measure and test the effectiveness of advertisers’ marketing messages.

About Harris Interactive

Harris Interactive (Nasdaq: HPOL – news), the global leader in online market research, uses Internet-based and traditional methodologies to provide its clients with information about the views, experiences, behaviors and attitudes of people worldwide. Known for its Harris Poll, Harris Interactive has over 40 years experience in providing its clients with market research and polling services including custom, multi-client and service bureau research, as well as customer relationship management services. Through its U.S. and Global Network offices, Harris Interactive conducts research in more than 100 countries in multiple, localized languages. Harris Interactive uses its proprietary technology to survey its database of more than 7 million online panelists. For more information about Harris Interactive, please visit our website at EOE M/F/D/V

Safe Harbor Statement

This media release includes statements that may constitute forward-looking information. We caution you that these forward-looking statements are subject to risks and uncertainties that could cause actual results to differ materially from those discussed. Additional detailed information concerning a number of factors that could cause actual results to differ is readily available in the “Risk Factors” section of the most recent Annual Report on form 10-K filed with the Securities and Exchange Commission pursuant to the Securities Exchange Act of 1934.


Nancy Wong Harris Interactive (716) 214-7316 or (716) 415-8931