Los Angeles, CA-October 4, 2010 – Ace Metrix™, the industry standard in television advertising analytics, today announced the Ace Metrix Quarterly Top 10 for the third quarter ending September 30, 2010. For the first time, two national breaking ads tied for best creative effectiveness: Apple iPad “Demonstration of Features” which first aired on August 17 and Nissan “Wouldn’t It”, airing August 28, both scored Ace Score 671, out of a possible 950, and compared to an Ace Score average of 532 for all ads.
“These top ten ads represent a huge achievement in a highly competitive industry. Resonating with today’s fickle consumer is a constant challenge for brands, and these ads represent the best of the best when it comes to effective creative with their consumers,” said Peter Daboll, chief executive of Ace Metrix. “The Ace Score is unique in its ability to track the breadth of all advertising creative that lands on today’s consumers, and these top ten ads of the quarter represent less than 1 percent of all new ads in the quarter, clearly the best of the best.”
Although both ads scored similarly for overall creative effectiveness, there were distinct differences in the scores of specific creative components. The Apple iPad’s desire score of 754 scored over 40% higher than average, while Nissan’s high likeability, attention, and change scores pushed it to the top.
Both ads feature demonstrations of new technology. The Nissan ad features a series of future car innovations, such as turning bottles into seats, and other environmentally friendly possibilities. The Apple iPad ad shows a quick visual montage demonstrating various iPad features set to music and with no voice-over element. Both ads were created by TBWA Chiat Day/OMD.
The Nissan message of innovation and safety was appealing to all demographics (particularly females 21-35) and grabbed the audience with an attention score of 749 (compared to 630 across all automotive ads). In a competitive auto market, Nissan was able to get the public’s attention and show them an ad that that they liked (likeability of 737 vs. the auto industry norm of 609).
“We created this ad to reflect the dedication we feel at Nissan to bringing automotive innovation to our customers,” said Jon Brancheau, vice president of Nissan marketing. “This ad also reflects the responsibility we feel to make those innovations environmentally-friendly and our commitment to bringing new eco-solutions to the market.”
Other Q3 top ten ads feature products that take a bold, innovative approach to existing product categories. Two new ads featuring products in the family gaming space (pioneered by Wii) performed particularly well. Also, Rubbermaid’s innovative approach to the wet mop, Kohler’s unique shower head, and Domino’s continued attempts to revolutionize pizza were all successful. Emotional ads from Tide and IBM round out this quarter’s top ten.
“The top ten ads also show that great creative can come from almost any brand, high tech, automotive, consumer goods such as faucets which one might not associate with great consumer messaging. It just goes to show that great creative, likeable ads with high relevance to their core consumer can come from any brand or category and have a huge consumer impact,” continued Daboll.
Quarterly Top Ads for Men, Women
For the male audience, it was a big quarter for technology ads, and specifically video game ads, with nine out of the top ten ads falling into that category. The highest scoring ad, with an Ace Score of 601, was Microsoft’s “Most Anticipated Game of 2010” for the Microsoft Halo Reach game which aired August 2.
For the female audience, the top ad for the quarter was in the small appliance category. The Kohler ad “Sometimes You Just Need to Flip” for the Kohler Flipside Shower Head, which aired August 7, demonstrated the most creative effectiveness according to females with an Ace Score of 657.
The complete Ace Metrix Quarterly Top 10 for the quarter ending June 30, 2010 is as follows. The ads can be viewed here online here.
Ace Metrix Quarterly Top 10 7/30/2010
| Brand | Ad Title | Ace Score | Air Date |
| Nissan | Wouldn’t It? | 671 | Aug. 18 |
| Apple iPad | Demonstration of Features | 671 | Aug. 17 |
| Walmart | You’re the Controller | 668 | July 16 |
| Apple iPad | Medical, Musical, Work, Play, Etc. | 666 | Sept. 8 |
| Sony PlayStation | Putting Move to the Ultimate Test | 664 | Sept. 10 |
| Rubbermaid | Stop Using Costly Mops | 662 | Sept. 13 |
| Tide | Loads of Hope Help with Laundry | 659 | July 14 |
| Dominos Pizza | Crazy Things to Make Food Look Good | 657 | July 3 |
| Kohler | Sometimes You Just Need to Flip | 657 | Aug. 7 |
More About The Ace Metrix Quarterly Top 10
The Ace Score Quarterly Top 10 is a quarterly ranking of the Top 10 nationally-breaking television ads with the best creative effectiveness as measured by the Ace Score.
About the Ace Score
The Ace Score is a patent-pending measurement of creative effectiveness based on measures of persuasion and watchability. The persuasion rating is based on the interactivity of six data elements; desire, relevance, likeability, attention, information and change, automatically captured and analyzed for each ad. Watchability measures the engagement that a viewer has with the ad.
