Samsung Debuts Most Effective Ad of Q1

The Plot Thickens in Battle Between Samsung and Apple; Ellen Makes JCPenney Q1 Retail Star

MOUNTAIN VIEW, CA.—April 2, 2012—Ace Metrix™, the new standard in television analytics, today announced the 10 most effective ads for the first quarter of 2012, a list led by Samsung’s ad for its Galaxy Note (also the most effective ad of the Academy Awards), earning an Ace Score of 686.  Samsung debuted nine separate ads in Q1, three of which were the most effective technology ads, ranging in Ace Scores from 686 to 636.  This compares to competitor Apple, which only debuted four new ads during the quarter, the most effective of which scored a 618, compared to the average Ace Score for technology ads of 548. 

“Q1 is arguably the most important quarter for advertising, as the Super Bowl, Oscars, and awards season in general drives the advertising agenda,” said Peter Daboll, CEO of Ace Metrix.  “It will be very interesting to watch how Samsung’s continually impressive ads affect the company’s marketshare vis-à-vis competitors like Apple, which, this quarter, did not come close to measuring up to Samsung’s advertising prowess.  Samsung’s top-ranked ad was particularly brilliant because it conveyed innovation and information without a narrator.” 

The two ads from Doritos and M&Ms that tied as the number one Super Bowl ad this year shared the #2 spot on the Q1 list, each scoring 671, and Coca-Cola’s top scoring Super Bowl ad, “The Catch” ranked #8.

Most Effective TV Ads of Q1 2012* (watch the ads)

Rank Brand Ad Title  Ace Score
1 Samsung Galaxy Note The Best Of A Phone And Tablet 686
2 Doritos Sling Baby (Super Bowl Ad)  671
2 M&M’s Just My Shell (Super Bowl Ad)  671
4 Infiniti See The Invisible Kid 668
5 Samsung Televisions Taking Over 665
6 Tide Any Drum Size Or Temperature 661
7 Hunt’s Tomatoes With A Kick 659
8 Coca-Cola The Catch (Super Bowl ad) 654
9 Olive Garden Delicious Deals 653
10 Panasonic Mbola Village Gets Electricity 652

*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 0-950, which represents scoring on creative attributes such as relevance, persuasion, watchability, information, attention, etc. This list is comprised of the highest scoring new television advertisements to have aired nationally during the first three months of 2012.

“Least Effective” Ads List Dominated by Financial Services

Financial services dominated the list of least effective ads of Q1 across the categories of Real Estate, Investment, Mortgage and Retail.  Occupying several positions on the bottoms list is H&M, which also aired a “star-dudded” David Beckham ad that ranked among the least effective Super Bowl ads this year.

Least Effective TV Ads of Q1 2012 (watch the ads)

Rank Brand Ad Title Ace Score
1 One Reverse Mortgage Enjoy Your Retirement 303
2 One Reverse Mortgage Let Your Home Work For You 311
3 H&M The 5-Pocket Pants 320
4 H&M Slacks 340
5 Siemens Community Is A Little Greener 346
6 Goldman Sachs Man And Dog In Field 351
7 H&M Blazer For $19.95 360
8 Goldman Sachs Man Works 362
9 Macy’s Rachel Roy: We All Need A Maxi Dress 367
10 Century 21 Like The Biggest Tycoon In Real Estate 372

Retail Makes Waves in Q1

While H&M debuted the lowest scoring retail ads, the highest scoring ad in the sector was JCPenney’s “Receipt Revolt” ad starring Ellen DeGeneres, which broke during the Oscars.  But while many of the other JCPenney Ellen spots were effective during the Oscars, none of them broke into the Top 5 Retail ads for the quarter.

Rank Brand Ad Title Ace Score
1 JCPenney Receipt Revolt (Oscar ad) 630
2 Lowe’s Building Supply Store Refresh Your Home This Spring 605
3 Target : Kitchen Products Giada: Gorgonzola & Mushroom Risotto 602
4 Best Buy Compact 595
5 Walgreens Drug Stores Short Lines And Great Parking 594

About Ace Metrix

Ace Metrix is the new standard in television analytics. Through patent-pending Ace Score™ measurement technology, Ace Metrix collects and measures the consumer impact of every nationally breaking TV ad in near real-time. Through its Creative Lifecycle Management™ suite of products, Ace Metrix provides actionable creative analysis, from ideation through real-time in-market performance optimization, to many of the world’s leading advertisers and agencies. Ace Metrix works with leading global advertisers. For more information, visit www.acemetrix.com