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Doritos, Advil, Schick, T-Mobile and Avocados From Mexico Rank High For Effectiveness, Says ABX

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There’s often a difference between Super Bowl ads that are liked and ads that sell stuff, at least according to ratings by two syndicated testing firms. But Doritosappeared to perform well on both fronts. The “Doritos Dogs” ad scored tops both on likeability in Ace Metrix consumer testing and in overall creative effectiveness from Advertising Benchmark Index, incorporating what ABX says are metrics proved to correlate with sales — “awareness, messaging, reputation and call-to-action.” Ads from Heinz, TurboTax (Intuit) and Snickers also made both lists.

But there were also big differences between the two lists. ABX gave high marks for effectiveness to benefit-laden ads from Advil, Schick, T-Mobile and Avocados from Mexico. Ace Metrix ranked Colgate‘s “Save Water” ad No. 3. ABX had it at No. 16. Persil and the razor brands — Schick and Dollar Shave Club — fared poorly in likeability measures like USA Today’s Ad Meter (ranking 44, 50 and 61 respectively). But the spots did well with ABX, ranking seventh, 11th and 13th respectively and above average for TV ads overall in effectiveness.

Here is a look at the top 10 ads as ranked by Ace Metrix and ABX:

Contributing: E.J. Schultz, Jack Neff, Adrianne Pasquarelli, Chen Wu

View this article on AdAge.