MOUNTAIN VIEW, Calif.—August 18, 2011–The war for tablet computing marketshare is being aggressively waged via TV ads, and Ace Metrix™, the authority in television advertising effectiveness, reported today that Samsung has won the battle for most effective tablet ad year-to-date with an Ace Score of 650 for its “Feel Free” ad promoting its 7-inch Galaxy tablet. On a campaign basis, Ace Metrix found that Apple’s iPad campaign led the battle for overall effectiveness, with an average Ace Score of 627 for its five ads this year compared to Samsung’s average Ace Score of 607 for its six ads.
“It’s important to note that each of the tablet ads in our Top 10, which also included Blackberry and HP, did very well, and scored above the norm. Despite Samsung’s ‘Feel Free’ homerun, Apple’s iPad campaign firmly leads other tablet makers on an aggregate basis,” said Peter Daboll, CEO of Ace Metrix. “iPad’s market momentum preceded all other tablet manufacturers, making the ad game a serious one in converting consumers away from Apple’s initial awareness and product trial.
“Capturing consumers’ attention and willingness to try a tablet other than iPad is the name of the game in this tablet war, and solid creative that conveys compelling advantages– like ability to multi-task, size, ease of use– is just one tactic in competing with the market leader.”
Tablet makers have aired 35 ads this year, eight of which were from HP, more than any other tablet maker. Two of the eight appeared in the Top 10, including its leading ad featuring comedian Russell Brand, which achieved an Ace Score of 633 (compared to HP’s average Ace Score of 605).
On a campaign level, both Samsung and Blackberry achieved an average Ace Score of 607, but only two of Samsung’s ads appeared in the Top 10 compared to two out of three of Blackberry’s Playbook ads and four out of five of Apple’s iPad ads.
The most effective ad among women was iPad’s “Tablet Computer Has Many Uses” ad, while Blackberry’s “Take Anywhere to Take you Anywhere” ad was tops among men.
Most Effective Tablet Ads of 2011, YTD*
| Brand | Ad Title | Overall Ace Score |
| Samsung Galaxy Tab | Feel Free | 650 |
| Apple iPad | It Becomes Delightful, Even Magical | 640 |
| Blackberry Playbook | Run Multiple Apps at the Same Time | 636 |
| HP Touchpad | Just Type featuring Russell Brand | 633 |
| Samsung Galaxy Tab | Time for Better | 633 |
| Blackberry Playbook | Take Anywhere to Take You Anywhere (Most effective among men) | 632 |
| Apple iPad | Just Getting Started | 628 |
| Apple iPad | Tablet Computer Has Many Uses (Most effective among women) | 628 |
| Apple iPad | Will Never Be the Same | 628 |
| HP Touchpad | Manny Pacquiao: They Said He Couldn’t, But He Did | 622 |
*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.
Among the lowest scoring tablet ads were two ads from Toshiba, two from HP, two from Samsung, three from Kindle, one from Nook, and one from Blackberry Playbook.
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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