Bankrate
Sorry, Tina Fey. The most effective credit card commercial on television right now belongs to Discover, according to Ace Metrix.
The issuer’s “Same Page” commercial — which features a consumer and a customer service rep chatting about fraud/frog protection — posted the highest score (592) in the latest rankings from the television advertising analytics firm.
Bank of America’s “Norm the Barbecue Champ” and and Capital One’s Samuel L. Jackson Quicksilver “Everything” spot ranked second and third with scores of 590 and 582, respectively.
Ace Metrix surveys a panel of 500 consumers to score national advertisements on a scale of 1 to 950. Scores are compiled using an algorithm that accounts for persuasiveness (how likely the viewer is to buy the product) and watchability (whether they would watch the ad again). The latest rankings capture ads that debuted between April 1 and June 30, 2014.
Discover’s ad stands out because “it is very relatable,” says Jonathan Symonds, executive vice president of marketing for Ace Metrix. “People like the story line and the characters.” They also appreciate its classic wit.
“Sarcasm doesn’t work as well as classic — call it, safer – humor,” he says.
Still, issuers’ marketing departments are fighting a bit of an uphill battle as credit card ads generally do not perform as well as other industry categories. (Ace Metrix’s top-ranked commercial, courtesy of Google, netted a score of 667, for instance.)
“That gets at the fact that credit cards, by definition, are a little more polarizing” than other brands, Symonds says. Not everyone, for instance, carries the payment method, due to more stringent regulation and an increased awareness of its pitfalls, post-recession.
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