For the second time in three weeks Netflix has topped the Ad of the Week list with their spot “1 Month Free”, narrowly beating out Best Buy’s “Dreams.” Living up to its Brand to Watch status, Netflix’s spot scored a 562, 17.61% better than the Websites twelve month category norm. “Dreams” scored a 574, 17.05% better than the Other Stores category norm, putting Best Buy at the top of Ad of the Week for the first time since 2011. The Back to School season started in early July, but this Best Buy spot is the first to top the Ad of the Week charts so far.
Just like its previous winner, Netflix pulled ahead with high Likeability, Desire and Change scores. Change is a rare component to lead with, and doing it in two ads that aired so close together is impressive.
“One Month Free” differed from its predecessor in that it appealed more broadly across the board, with Men 16-20 liking the spot best. Despite being an ad for Netflix’s children’s offerings, the broad appeal of the service likely brought along the remaining demographics.
A close second this week, Best Buy kicked off their BTS campaign with a bang, featuring Intel convertible laptops for students. High Desire scores are important when it comes to technology and “Dreams” delivered with a Desire score more than 100 points above the Other Stores norm. We’ve seen tablet ads score high on Relevance as more and more consumers put them in their potential purchase set and are willing to consider all the brands that are out there.
Despite Best Buy’s spot featuring a female student, the product and ad itself had broad appeal across demographics, with Women scoring the ad 30 points higher overall than men. Women gave the spot a much higher Change score than Men, indicating that they felt differently about the company and product after seeing the spot. Getting Female buyers to consider technology purchases is important for companies and Best Buy draws them in with this spot.
Respondents reflected their interest in shopping at Best Buy for technology, backing up the high Desire scores:
We will continue to look for the best of the Back to School spots as they ramp up through the rest of August. If you are interested in a BTS analysis and access to spots, check out our BTS program that looks at every back to school ad, from top to bottom from every brand and retailer. Ping us at sales@acemetrix.com to learn more.
To watch this year’s winning Ads of the Week by Category Overachievers, click here.
To watch this year’s winning Ads of the Week by Ace Score, click here.
