Ace Metrix™, the industry standard in online television advertising analytics, today announced the Ace Score™ Quarterly Creative Top 10, a quarterly ranking of the Top 10 television ads with the best creative effectiveness as measured by the Ace Score.
An ad called “Wonder-full” for the new Samsung 3D LED TV, which aired beginning March 22, 2010, took the top spot for the quarter ending March 31, 2010, with a record-breaking Ace Score of 736 out of a possible 950, 759 for persuasion and 677 for watchability.
The Apple iPad Launch ad, from Apple Computer, Inc., which aired beginning March 7, 2010, came in 2nd for the quarter with an Ace Score of 680.
Breaks Record for Highest Scoring Ad – Power of New Products
Additionally, the Samsung ad broke the existing record for the all-time top scoring Ace Metrix™ ad by beating the 2009 Top Scoring Ace Metrix™ ad “Neat. Not.” by Rubbermaid. That ad scored an Ace Score of 717.
The top scoring Q1 ads, from Samsung and Apple, demonstrate the power that new products can play in national TV advertising.
In the Samsung ad, featuring the “world’s first 3D LED TV”, a family is shown at an aquarium where the father reaches in and removes a piece of the aquarium to take home. Later, while the family watches the TV at home with 3D glasses on, the young son reaches up to touch a giant sting ray as it swims out from the set.
A second Samsung ad, “Monsters & Aliens Invade Home”, airing on March 29, scored third place for the quarter with an Ace Score of 674.
“These top ads show that consumers are still intrigued by innovative, new products presented with powerful creative,” said JuYoung Lee, co-founder and chief scientist at Ace Metrix™. “The high score of the Samsung spot reflects a growing consumer interest in all things 3D, propelled by the huge success of the movie Avatar. Perhaps this time mainstream consumers are indeed ready to embrace 3D TV.”
“With the new Samsung 3D LED TV we’ve created a truly unique television viewing experience. Our goal was to create ads that capture the wonder of the immersive 3D experience transporting it right into families’ living rooms. We want people to know they can take the Wonder of 3D home today,” said Peggy Ang, vice president of marketing communications at Samsung Electronics America.
The Apple iPad Launch ad features the iPads interactive touch screen while the spokesperson demonstrates various capabilities such as enlarging photos by hand, surfing the web and reading a book.
Other top ads for the quarter include: Hershey’s ad “Get Your Favorites in Pieces” for Hershey’s Pieces Various Candies scoring fourth place with an Ace Score of 667, and Lysol’s “Hand Soap Harbors Germs” for its No Hands Soap System finishing fifth with an Ace Score of 663.
The complete Ace Score Quarterly Creative Top 10 for the quarter ending March 31, 2010 is as follows:
Q1 2010 Top 10 Quarterly Creative Top 10
| Brand | Ad Title | Ace Score | Air Date |
| Samsung | Wonder-full | 736 | 3/22/2010 |
| Apple iPad | iPad Launch Ad | 680 | 3/7/2010 |
| Samsung | Monsters & Aliens Invade Home | 674 | 3/29/2010 |
| Hershey’s | Get Your Favorites in Pieces | 667 | 2/13/2010 |
| Lysol | Hand Soap Harbors Germs | 663 | 1/18/2010 |
| Nintendo | Keeping Your New Year’s Resolution | 651 | 1/11/2010 |
| AT&T | Unbelievably Easy Vacations | 645 | 2/22/2010 |
| Ubisoft | People Dance to Hot n Cold | 644 | 2/1/2010 |
| Pizza Hut | You Don’t Have to Settle | 644 | 1/31/2010 |
| Acura | The Ace Body Structure | 643 | 1/1/2010 |
The Ace Score is a patent-pending measurement of creative effectiveness based on measures of persuasion and watchability, and delivered by the on-demand Ace Metrix™ service.
The persuasion rating is based on the interactivity of six data elements, desire, relevance, likeability, attention, information and change, automatically captured and analyzed for each ad. Watchability measures the engagement that a person has with the ad.
