Press Release

October 31st, 2011

New KitchenAid Ads Dominate Appliance Category, Driving Desire Among Women of All Ages

MOUNTAIN VIEW, Calif.—October 31, 2011— Ace Metrix™, the authority in television advertising effectiveness, today revealed the top appliance ads in the last six months, a list dominated by new ads from KitchenAid that promote their 13-cup food processor and their standing mixer, the most effective of which achieved a 699 Ace Score (compared to a 611 category norm).  Two ads from Electrolux featuring celebrity Kelly Ripa can also be found on the list, but each performed below the norm for appliance ads, a finding consistent with Ace Metrix’ research about celebrity ads.

“It’s clear from the three new KitchenAid ads that have broken in the last week or so that this is a company taking an aggressive pre-holiday stance,” said Peter Daboll, CEO of Ace Metrix.  “The 60-second spot for KitchenAid’s 13-cup processor performed better than its 30-second counterpart.  Its success lies in its appeal to all female age groups, but particularly those over 50—the demographic with the most purchasing power.  The ads communicated simple, intelligent messaging and scored high on “Information” and “Relevance,” key factors in capturing attention among women–and proof that great advertising is possible in almost any product category.”

Most Effective Appliance Ads, Last 6 Months*

Brand Ad Title Overall Ace Score
KitchenAid Food Processor :60 699
KitchenAid Making More Than Stuff 686
Kohler The Contractor 669
KitchenAid Food Processor :30 642
Kenmore Fridge with Highest Capacity 623
Samsung Large Appliances Better Organize Family Needs 614
Electrolux Kelly Ripa: Juggle More 573
KitchenAid Ovens That Bake Evenly and Perfect 572
Electrolux Kelly Ripa: Entertaining a Packed House 561
Kohler Tresham 555

*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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