MOUNTAIN VIEW, CA.—October 2, 2012—Ace Metrix®, the new standard in television and video analytics, today announced the 10 most effective ads for the third quarter of 2012, a list led by Frigidaire for its recently released ad that reviews Frigidaire’s “History of Innovation” and promotes the company’s new Symmetry Double Oven Range and Orbit Clean dishwasher (Ace Score: 691). This ad, which scored an entire 18 points above the next ranked ad from Ford, represents the second time in a row that an appliance ad has topped the quarterly list. Ford’s ad, promoting the Escape’s foot-operated lift gate, was one of two automotive ads within the Top 10 (the other from BMW) and achieved an Ace Score of 673. Also notable this quarter was a Top 10 with five separate technology ads, including two ads for Samsung’s Galaxy Note Tablet, two ads for the new iPhone 5, and an ad promoting the Google Nexus 7.
“It’s unusual to have a quarter so dominated by technology ads—especially this far before the holiday season. I predict that when people start doing their advertising year-in-reviews, the escalated battle between Apple and Samsung will be notable phenomenon of 2012,” said Peter Daboll, CEO of Ace Metrix. “In addition, consumers were really drawn to the historic portrayal of the Frigidaire products. This, coupled with the ad’s message of innovation (which also worked to Ford’s advantage) resulted in the Frigidaire’s solid performance above all other ads”
“Also noteworthy was the success of AT&T’s anti-texting-while-driving ad starring Olympian [Jordyn Wieber], proving once again that cause-related messages are often a hit with consumers.”
|Rank||Brand||Ad Title||Ace Score|
|1||Frigidaire||History of Innovation||691|
|2||Ford||One Foot Forward||673|
|3||Apple||Pictures Made Bigger||672|
|3||Samsung||Plan and Create a New Way||672|
|5||Liberty Mutual||Beautifully Imperfect World||670|
|6||Apple||Shaped to Fit the Ears||668|
|8||AT&T||Jordyn Wieber: Take The Pledge Today||666|
|9||Samsung||New Way To Create||663|
|*Definition: Ace Score is the measure of ad creative effectiveness based on viewer reaction to national TV ads. Respondents are randomly selected and representative of the U.S. TV viewing audience. The results are presented on a scale of 1-950, which represents scoring on creative attributes such as Relevance, Persuasion, Watchability, Information, Attention, etc. This list is comprised of the highest scoring new television advertisements to have first aired nationally between July and September of 2012. Correction: “Jordyn Wieber: Take the Pledge Today” was originally mislabeled “McKayla Maroney”.
Olympic Ads Fail to Cross the Finish Line
In spite of all the attention Olympic ads received late this summer, interestingly, none made the quarterly Top 10. That said, Olympic Sponsors leveraging the games for brand building enjoyed break-out category performances such as P&G’s “Thank you, Mom” ads, the highest performing of which (“Try Again Wieber”) barely missed entering the Top 10 by two points, achieving an Ace Score of 660, 12% higher than the norm for corporate branding category.
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