Lending Tree shows off their ability to land Ad of the Week two weeks in a row with their new spot, which scored 22% above the 12-month Mortgage category norm, while Applebee’s makes us all drool with their latest feast for the eyes, the highest scoring ad to debut last week.
The highest Ace Score title goes to Applebee’s for their 60 second “Ultimate Treat” spot. Featuring close-up food shots, it is no surprise that Applebee’s wins over viewers.
The ad was powered by Desire and Information, as the ad informed viewers of Applebee’s new Sample Menu, and made the food look irresistible.
Viewers aged 36-49 awarded the ad the highest score among age groups, giving the ad a 724 Ace Score.
When asked what the single best thing about the ad was, 29 percent said it was the food shown in the ad, and 26 percent said it was the visual scenes… an unsurprising result, as Applebee’s made the food look so delicious!
The drivers behind the ad can certainly be seen in the verbatim comments left by viewers, where 13 percent said the ad made them “hungry,” 11 percent “want[ed]” the food shown, and 13 percent appreciated the “new” information conveyed in the ad.
For their back to back victory, Lending Tree takes the Category Overachiever title, this week with their new spot, “Dress.” The achieved a 571 Ace Score, a score 22 percent above the 12-month norm for the Mortgage category.
The ad scored well in all components, and effectively broke through with consumers, scoring highly in both Likeability and Attention.
Interestingly, men aged 21-35 scored “Dress” highest, awarding it a 615 Ace Score.
Since the ad featured a mother and father helping their daughter find the perfect wedding dress, it was no surprise that viewers with children scored the ad nearly 15 percent higher than those without children.
Looking at the consumer verbatims gives clues as to what was so likeable and attention-grabbing about the ad. Of the 333 to leave an optional comment, a combined 19 percent thought the ad was “funny” and “humorous,” 9 percent thought it was “cute,” and 8 percent appreciated the information shared about the “loan.”
