LOS ANGELES, CA–March 1, 2011 – Ace Metrix™, the authority in television advertising effectiveness, said today that each of the seven JCPenney ads that debuted during the Academy Awards on Sunday were among the least effective ads of the show. Automotive ads held four of the top 10 Most Effective spots and included two of BMW’s Super Bowl ads, one ad from Mercedes-Benz and one ad from Hyundai. BMW’s “Ch-Ch-Changes” ad led the overall “Most Effective” list. The highest scoring new ad that broke during the Academy Awards show was Coca-Cola’s “You’ve Had A Hand In Scholarships” spot.
“Hyundai and JCPenney were the two biggest advertisers of the Oscars, and had some of the least effective ads in the show. Adrien Brody’s Stella Artois ad was the second worst performing ad and was also a failure in the Super Bowl,” said Peter Daboll, CEO of Ace Metrix.
“If there was an ‘ad razzie’ award, JC Penney would win it in 2011. If the combined wasted dollars spent by both JCPenney and Stella Artois aren’t an argument for better testing, I don’t know what is,” Daboll commented.
“It was also great to see Living Social recover from their poor performance in the Super Bowl,” Daboll added. “Their ‘Set The State’ ad scored over 100 points higher than their Super Bowl spot.”
Hyundai, an Oscar sponsor, was inconsistent, scoring in the top 10 with its Equus spot but having several ads land in the bottom 10 as well.
For a complete look at the Oscar ads and their Ace Metrix scores, please go here.
Least Effective Oscar Ads
| Rank | Product | Ad Title | Ace Score* |
| 1 | JPPenney | Geri Husch: JCPenney (Oscars debut) | 407 |
| 2 | Stella Artois | Adrien Brody’s Crying Jean (first aired during Super Bowl 2011) | 429 |
| 3 | JPPenney | You Make It All Look Good (Oscars debut) | 452 |
| 4 | JPPenney | Cindy Crawford: Style (Oscars debut) | 461 |
| 5 | JPPenney | People Style Watch (Oscars debut) | 471 |
| 6 | JPPenney | Liz Claiborne (Oscars debut) | 472 |
| 7 | JPPenney | JCPenney: MNG by Mango (Oscars debut) | 477 |
| 8 | JP Morgan Chase & Co Cp | Lending to Homeowners and Businesses | 499 |
| 9 | Hyundai Genesis | Greatest Luxury | 500 |
| 10 | Hyundai Elantra | Drawing Board | 506 |
| 10 | JPPenney | Find a Look That’s Uniquely You (Oscars debut) | 506 |
Most Effective Oscars Ads
| Rank | Product | Ad Title | Ace Score |
| 1 | BMW | Ch-Ch-Changes (first aired during Super Bowl 2011) | 670 |
| 2 | Mercedes-Benz SLS AMG | Triumphant | 651 |
| 3 | M&Ms Various Candy | It’s Them Or Gary | 643 |
| 4 | Samsung Galaxy Tab Tablet Computer | Feel Free to Connect | 635 |
| 5 | BMW | Designed in America (first aired during Super Bowl 2011) | 628 |
| 6 | Coca-Cola | You’ve had a Hand in Scholarships (Oscars debut) | 605 |
| 7 | Hyundai Equus | It’s the Owner’s Manual | 590 |
| 7 | Listerine Mouthwash | Protect Your Mouth for 12 Hours | 590 |
| 9 | AT&T Wireless Service | Ask Sheila Out | 584 |
| 10 | Nokia N8 Wireless Phones | Made for Making | 578 |
*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 0-950, which represents scoring on creative attributes such as relevance, persuasion, watchability, information, attention, etc.
About Ace Metrix
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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