The second quarter has come to an end and that means our hats are off to the ten most effective ads of the quarter. This quarter marks the first in which we award these Top Dogs based not on their ability to garner the highest score, but rather their ability to rise above the competition within their own category.
You see, many categories have an inherent ability to earn higher scores than others. Categories like QSR and Casual Dining are highly likeable, relevant and evoke desire with yummy shots of mouthwatering foods – even when consumers aren’t hungry. Likewise, ads from Appliances also tend to be incredibly attention getting and relevant and make us want that shiny new item for our home. On the other hand, categories like Banking, Cosmetics and Beer are much less appealing to a large portion of the US population and therefore tend to score, on average, much lower with the general population.
This quarter the top 10 most effective ads are those that scored 20% or higher than their competitive set – some beating out more than 100 competitive ads to break in their category this quarter. And here they are, ranked by largest gap-to-norm.
Top 10 Most Effective Ads of Q2
The #1 Ranked ad of the quarter goes to AT&T for “Whatever-Proof”. With an Ace Score of 626, this ad scored 23.9% above the Telecom Services twelve-month category norm. For more details on the AT&T ad “Whatever-Proof”, and a run down of the top ads on this list, click here.
Notably, Dawn’s ad “Saving Animals from Oil Spills” earned not only a place on this most effective list but also earned the highest overall Ace Score of all the nearly 1,400 ads scored by consumers this past quarter. Read more about the Dawn award winning spot.
Remember, every ad is scored the exact same way – by a panel of at least 500 viewers, representative in age, gender and income to the US television viewing population. Each ad is watched as close to the first national debut as possible, ensuring a pure response. Respondents are asked a series of questions about the ad and are able to leave an optional comment, from which we gain a qualitative view of consumer reactions – on average, to the tune of 235 comments per ad.
Watch all the winning ads here. For more details about the winners or a discussion on a particular category or the advertising landscape as a whole – contact us here. After all, we are the folks that score every ad, across 85 categories, as it breaks so advertisers have the unbiased, unfiltered data they need generally within 48 hours.
