LOS ANGELES, CA–May 5, 2011 – Ace Metrix™, the authority in television advertising effectiveness, today revealed that Oreo’s “Happy Mother’s Day” ad was the most effective Mothers Day ad to break so far this year. The ad, which scored an Ace Score of 628, compared to a norm of 522, took a 55-point lead over the next two favorite ads from Procter & Gamble and Verizon. Mother’s Day ads from Macy’s, Overstock.com and ProFlowers all scored below norm.
“The beauty of the Oreo’s ad is its simplicity. The ad tells a compelling story without using words, and achieved an amazing Likeability score of 720– a great example of how less can many times be more in appealing to consumers,” said Peter Daboll, CEO of Ace Metrix. “P&G’s successful ads for their stable of beauty and household products also promoted the company’s support for the Special Olympics. Surrounding their brand with philanthropic messages led to the highest Information score (655) among Mother’s Day ads. This combined with very high Watchability scores made this a very compelling campaign.”
Most Effective Mother’s Day Ads, 2011
| Rank | Product | Ad Message | Ace Score* |
| 1 | Oreo | Happy Mother’s Day | 628 |
| 2 | Procter & Gamble | Morning Routing/Special Olympics | 573 |
| 2 | Verizon Wireless | Paul Rodriguez: What is Value? | 573 |
| 3 | Procter & Gamble | Commited to Helping the Special Olympics | 563 |
| 4 | Hallmark | Mother’s Day | 560 |
| 5 | Verizon Wireless | Mom’s Getting the Phone | 558 |
| Overall Ad Norm | 522 | ||
| 6 | Macy’s | Magic at Mother’s Day Sale | 480 |
| 7 | Overstock.com | Find Gifts for Every Mom May 8th | 477 |
| 8 | Overstock.com | Memories with Gifts that Say I Love You | 447 |
| 9 | ProFlowers | Mother’s Day Special | 418 |
*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.
The following consumer comment exemplified the positive feelings the Oreo’s ad espoused: “I love commercials that have moments like that because it is what people want to see and remember from their lives. That product has been part of their lives for a long time. I remember Oreos from my childhood and still today.”
“Overstock.com and Macy’s failed to create desire and gain the attention of consumers with their Mother’s Day ads, something that Oreo’s, Hallmark and P&G did quite well,” Daboll remarked. “Consumers found Proflowers’s ad to lack watchability—the words ‘boring,’ ‘long,’ and ‘infomercial’ were repeated throughout many of the consumer commentary of the ad.”
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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