When we changed our methodology for Ad of the Week we knew there would be days like this – days where we announce an ad that doesn’t break 500. But it is that kind of week in the advertising world and this is the best new ad when looked at in terms of gap to category norm. The Financial services category doesn’t post up in the winner circle too often but Quicken scored 10.5% higher than the Mortgage category norm, allowing it to grab the honors.
Information, Relevance and Desire scored highest but all component scores came in comfortably over the mortgage norms.
Males 21-35 and Females 50+ gave the ad the same score of 526 – almost 18% above the category norm. Males 36-49 came in second, scoring it 61 points over norm. Viewers with children at home scored it 17% higher than viewers without children.
A dive into the 233 verbatim comments shows that respondents were not only impressed by how informative the ad was, but that it grabbed their attention in a way that most mortgage ads don’t.
In a week like this – it makes sense to look at who came out on top in terms of the absolute score.
According to our old methodology, IHOP would have been this week’s winner with a score of 616. It’s no surprise that America’s love of food causes Casual Dining ads to appear frequently on our lists. This ad in particular scored over 700 in terms of Likeability, Attention and Desire.
As you can see in the chart below, every single gender/age group scored the ad above the category norm of 580. Females 21-35 scored it almost 60 points above average, followed closely by Females 50+.
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.
