LOS ANGELES, CA–May 12, 2011 – Of the 130 new national TV ads to launch last week (ending May 6), Google’s “Dear Sophie” ad was the most effective, registering an Ace Score of 661 (vs. a norm of 553), according to Ace Metrix™, the authority in television advertising effectiveness. The touching spot digitally narrates a little girl’s life through the eyes of her father using a Gmail “diary” that demonstrates the capabilities of Google Chrome. Google’s ad scored an impressive 140 points higher than the average score in the Ace Metrix database of nearly 11,000 national ads. The Ad-of-the-Week designates the highest scoring new ad of the week by Ace Score, an industry-leading measure of advertising creative effectiveness.
The other ad that Google debuted last week as part of its “The Web is what you Make of it” campaign, features the “It Gets Better” movement against the bullying of homosexual youth. This ad, which achieved a 611 Ace Score, performed very well among males and females aged 16-20 and received very high Information scores, demonstrating that consumers were receptive to the information the ad conveyed.
“Google’s ‘Dear Sophie”>Dear Sophie’ ad tells a compelling story that tugs at the heart strings, one of the hallmarks of good creative. The ad also demonstrated that the company is moving in a different direction creatively, as evidenced by the very high ‘change’ scores the ad received,” said Peter Daboll, CEO of Ace Metrix. “Though not quite as effective as ‘Dear Sophie,’ consumers also responded very well to the altruism of Google’s ‘It Gets Better” Ad.”
Both ads received very high attention and likeability scores.
Said best by one 21-35 year old female about the “Dear Sophie” ad, “I am a huge fan of Google and Gmail. I haven’t really had the chance to explore Chrome but I just might give it a chance having seen this commercial. It was so sweet!”
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Ace Metrix is the industry authority in measuring and understanding the impact of advertising creative. Through patent-pending Ace Score™ measurement technology, Ace Metrix collects and measures the consumer impact of every nationally breaking TV ad in near real-time. Through its Creative Lifecycle Management™ suite of products, Ace Metrix provides actionable creative analysis, from ideation through real-time in-market performance optimization, to many of the world’s leading advertisers and agencies. Ace Metrix works with leading global advertisers.
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