The Wall Street Journal
Advertisers have to pull out all the stops to grab a consumer’s attention during the holiday season.
Though still early in the holiday advertising race, Nintendo 7974.TO +0.35% has produced the most effective holiday ad so far, according to research firm Ace Metrix. The video game category often produces blockbuster games with violent themes, but viewers were drawn to Nintendo’s “Dad Loses” spot because of its family-oriented storyline of a father playing Mario Kart with his kids, Ace said. Retail represents half of the holiday ads released so far.
Ace measures an ad’s creative effectiveness based on viewer reaction to national TV ads. A sample of more than 500 people that is representative of the U.S. TV viewing audience scores each ad for traits such as persuasion, likeability and information. The list below represents the top holiday-themed ads that outperformed their category’s year-to-date norm, through Nov. 17:
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