One Month Before Tax Day and TurboTax Leads Battle of Tax Prep Advertising

MOUNTAIN VIEW, CA.—March 17, 2013 — Ace Metrix®, the new standard in television and video analytics, today revealed the most effective tax ads that have debuted thus far during the 2013 tax preparation season.  The Top 10 list is led and dominated by TurboTax, the only tax prep advertiser whose average Ace Score of 532 surpassed the Tax Services category norm of 505.

“Many of the more successful ads released during this tax prep season have focused on differentiation – showcasing each firm’s unique value proposition,” said David Gordon, Ace Metrix General Manager of Financial Services.  “And while concerns were raised by H&R Block about the attacking nature of some of the TurboTax ads, the hundreds of verbatim responses we received for every ad test revealed very little viewer acknowledgement of these jabs.”

TurboTax’s ads for the 2013 tax season, which began in earnest on December 31, represent eight of the top 10 tax ads, and their messages are resonating across demographic breaks.  TurboTax’s top-ranking ad, “Get What You Deserve,” achieved an Ace Score of 561. TaxSlayer achieved an average Ace Score of 499 having introduced four new ads in the last 90 days with only one appearing in the Top 10 list. H&R Block’s “Figure it Out” achieved an Ace Score of 545, rounding out the Top 10 list.  H&R Block, which aired 13 new ads in the last quarter, earned an average Ace Score of 495.  Jackson Hewitt earned an average Ace Score of 450 with their five new ads, each of them ranking among the 10 least effective overall during this tax season.   

Most Effective Tax Ads, Last 90 Days to Date*

Rank

Brand

Ad Title

Ace Score

1

TurboTax

Get What You Deserve

561

2

TurboTax

Stretch Every Dollar

559

3

TurboTax

Checks

556

4

TurboTax

Keep Hard Earned Money

550

5

TurboTax

All In Your Palm

548

6

H&R Block

Figure It Out

545

7

TurboTax

Trust The Turbo

544

8

TurboTax

Keep Hard Earned Money

542

9

Taxslayer

Done

540

9

TurboTax

Rudy’s Story

540

*Definition: Ace Score is the measure of ad creative effectiveness based on viewer reaction to national TV ads.  Respondents are randomly selected and representative of the U.S. TV viewing audience.  The results are presented on a scale of 1-950, which represents scoring on creative attributes such as Persuasion, Relevance, Information, Attention, Change, Desire and Watchability. The list above reflects the ten most effective tax ads to air between December 14, 2012- March 14, 2013

About Ace Metrix

Ace Metrix® is the new standard in television and video analytics, dedicated to delivering better, faster, and more cost-effective solutions for evaluating video advertising within competitive context. Through the Ace Metrix LIVE™ platform, companies can now access timely, actionable data wherever, whenever they need to, enabling real-time advertising campaign optimization.  Combining leading edge technology and patent pending methodology, Ace Metrix is revolutionizing the way marketers measure themselves and their competitive landscape. The Company is privately held and is backed by leading venture capital firms and industry leaders including Hummer Winblad Venture Partners, Palomar Ventures, Leapfrog Ventures, and WPP.

Follow Ace Metrix on Twitter for sustained insight: @Ace_Metrix.

PR Contact:  Michelle Robertson   |    646-279-5775    |   michelle@kerlancomm.com

Note: Ace Metrix®, the Ace Metrix logo design, Ace Score®, and Creative Lifecycle Management® are registered trademarks and Ace Metrix LIVE™ is a trademark of Ace Metrix. Other trademarks are property of their respective owners.