It’s no question that we all enjoy great food and watching television and movies from time to time. HBO grabs the Category Overachiever title this week with their new ad featuring their app that makes it possible to watch our favorite TV shows and movies from anywhere. Outback wins the Highest Ace Score title with their ad featuring yummy-looking lunch combos.
HBO’s new spot featuring their HBO NOW app snags this week’s Category Overachiever title, with an average Ace Score of 624. The ad, featuring short clips from various TV shows and movies, scored 15.98 percent higher than the 12-month Television Services category norm.
“HBO NOW” was powered by Information and Change, generating high scores in each component – 664 and 689 respectively.
Interestingly, the ad generated an Emotional Sentiment score nearly 39 percent higher than category norm. This is perhaps due to the popular shows and movies that were showcased in the ad. 
Optional consumer verbatims clue us in to what viewers enjoyed most about the ad, where 13 percent mentioned the “shows” featured, 7 percent mentioned the “movies,” and 5 percent used the word “informative” to describe the ad. 
Outback earns the highest Ace Score award for the week with their enticing “Lunch Combo” ad. With delicious, sizzling close-up visuals, it is no surprise that the ad earned a 671, the highest Ace Score of all ads to debut in the 29th week of the year. “Lunch Combo” was powered by Desire and Relevance, which was, of course, due to the appealing visuals displayed in the ad. 
In fact, when viewers were asked what the single best thing about the ad was, 25 percent said it was the visual scenes, and another 26 percent said it was the product itself shown in the ad. 
When viewers left optional comments about the ad, the most common words used were “steak” (11 percent), “hungry” (10 percent), and “delicious” (8 percent). 
Watch this year’s winning Ads of the Week by Category Overachievers.
