July 29th, 2013

Oh the Lessons We’ve Learned


Ace Metrix

It may be the middle of summer but Back to School is just around the corner. Here at Ace Metrix, we capture every national television ad, every day, across 85 categories. So for seasonal events like this one, we offer a great opportunity for advertisers to take our 30,000-ad strong cross-category Ace Metrix LIVE™ platform for a spin. Some high level insight from last year – we saw just over 60 back to school ads with most of them from Retail. The highest scoring ad was “Officially Schooled” from Target and five of the top ten ads were philanthropy themed.

All of the Back to School ads from the last three years are stored in one place so that they can be compared year-over-year or cross-brand and category. So far this year, we have captured 15 BTS ads – 13 from Retail, 1 from Household and 1 from Telecomm – from brands like JCPenney, Target, Verizon, Kohls and more. Lysol has the highest scoring ad so far with “Healthy Habits Week,” which came in well above norm with Information and Emotional Sentiment. Fifteen percent of the 239 optional verbatim responses mentioned the brand “Lysol” and 7% used “informative.”

The ad scored 654 among households with children, 19% above the Household category norm. What elements of this ad compelled consumers to score it more than 50 points above every other Back to School ad captured this year? The answers are in the data.

If you are an advertiser or agency airing new ads this season, our program allows you to assess your creative against the other brands seeking that same BTS audience – as it happens – with new ad data entering our platform within about 48 hours of testing. Plus, you have access to the BTS ads from years past and some midterm and final reports to wrap up the lessons you’ll learn.

Our Back to School program includes:

  • Complete access to every Back to School themed ad via the Ace Metrix LIVE web based platform
  • A midterm analysis of all ads from July 1 through mid-August
  • A final analysis of every ad from July 1 through September, 2013
  • Access to our client services team for consultation on the BTS competitive landscape
  • Breaking ad data via the Ace Metrix MOBILE applications for iPhone, iPad and Android.

This program is available to clients and non-clients, so please don’t hesitate to contact one of our sales representatives for a demo or more information.


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