AdAge
Ken Wheaton, AdAge
Last week, a new ad from Cheerios was deemed controversial when media outlets discovered that the racist contingent of the idiocracy known as the YouTube comment section trashed the ad for featuring a mixed-race couple and a biracial child.
But according to data from Ace Metrix, Americans like the ad. In fact, “Good for Your Heart” (called “Just Checking” on YouTube) tested the highest of six new Cheerios ads this year and garnered attention and likeability scores 9% and 11% “above the current 90-day norm for cereals.”
General Mills rightly decided not to be swayed by the rantings of deranged internet comments,telling USA Today that the supposed uproar would not affect future casting decisions.
According to Ace Metrix, the ad — created by Saatchi & Saatchi, New York — “appealed to all age/gender demographics with the exception of males over 50.” While that could be taken as a statement on racial attitudes, Ace Metrix noted that ads with babies tend to perform poorly with this demographic regardless of the race of the child.
The report, which surveyed over 500 consumers, went on to note: “The ad scored best with African-Americans, who collectively scored the ad a 721, followed by Asian Americans and Hispanics. While African Americans and Hispanics generally award advertising higher scores than their ethnic counterparts — the 721 score is 100 higher than average for African-Americans.”
And filtering verbatim commentary from those surveyed, those who specifically mentioned “couple” did so in a positive manner.
“I liked that the couple is mixed race,” wrote one respondent. “Good to see that on TV, but in a subtle manner.”
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