Sony PlayStation 3 Move Ad “Epic Gaming for All” Takes Top Spot for the Quarter
LOS ANGELES – Ace Metrix™, the authority in television advertising effectiveness, announced the Ace Metrix Quarterly Top 10 national ads for the fourth quarter ending December 31, 2010. Ads for new console games that encouraged consumers to get off the couch and start moving were high scorers throughout the quarter. The winning ad, called “Epic Gaming for All” for the new Sony PlayStation 3 Move, which first aired on October 1, scored an Ace Score™ of 695, compared to the Ace Score average of 538 and the technology average of 573. Also scoring high in the quarter were three debut ads for the Microsoft Kinect gaming console which also features user movement for game operation.
Overall, it was an impressive quarter for technology ads with seven out of the top ten ads from the tech category, and a full 50%, or five out of the top ten, from the game category.
“Technology, and specifically, console game ads dominated Q4,” commented Peter Daboll, chief executive of Ace Metrix. “This reflects the overall consumer interest in innovative/new technology products that we saw resonate throughout 2010. Sony and Microsoft both kicked into high gear with ads that clearly demonstrate the fun that these new movement-based game consoles deliver.”
The Sony PlayStation 3 Move ad scored well across all gender and age groups and especially appealed to males and females ages 16-20. It scored lowest with males age 36-49. The ad was successful with high “attention”, “likability” and “desire” scores.
As a 36-49 year old female said, “This ad really, really caught my attention. I didn’t know it did all that.” And, from a 21-35 year old male, “That is an awesome commercial. It is very action packed and it will definitely draw some attention.”
The complete Q4 Quarterly Top 10 for the quarter ending December 31, 2010 is as follow, and to view the ads please go here:
Q4 Top 10 Ads
| Ace Score* | Brand/Product | Ad | Air Date | |||||||||
| 695 | Sony | “Epic Gaming For All” | 10/1 | |||||||||
| 677 | Hewlett-Packard | “Send Photos To Your Printer” | 10/18 | |||||||||
| 667 | Microsoft Kinect | “You’re The Controller” | 10/22 | |||||||||
| 665 | Apple – iPad | “Words Describe iPad” | 11/1 | |||||||||
| 662 | Microsoft Kinect | “Be Just The Way You Are” | 10/25 | |||||||||
| 659 | Walt Disney | “The Legend You Thought You Knew” | 11/3 | |||||||||
| 658 | Coca-Cola | “Making Everyone Closer” | 11/21 | |||||||||
| 658 | Microsoft Kinect | “People Dance With Sponge Bob” | 11/16 | |||||||||
| 650 | Jack Links | “Sasquatch Licks Frozen Pole” | 10/18 | |||||||||
| 649 | Activision | “The Game Is Breathless And Amazing” | 11/1 |
* The Ace Score is powered by innovative, patent-pending algorithms and proven methodology.
The persuasion rating is based on the interactivity of six data elements, desire, relevance, likeability, attention, information and change, automatically captured and analyzed for each ad.
Watchability measures the engagement that a person has with the ad.
Ad-of-the Year Also Announced: “Wonder-full” from Samsung
Ace Metrix today also announced the top ads for 2010. Please see the companion release entitled, “Ace Metrix Announces Ad-of-the-Year, ‘Wonder-full’ for Samsung 3D TV; Remains the Highest Scoring Ad of All Time,” for more information.
About Ace Metrix
Ace Metrix is the industry authority in measuring and understanding the impact of advertising creative. Through patent-pending Ace ScoreTM measurement technology, Ace Metrix collects and measures the consumer impact of every nationally breaking TV ad in near real-time. Through its Creative Lifecycle Management TM suite of products, Ace Metrix provides actionable creative analysis, from ideation through real-time in-market performance optimization, to many of the world’s leading advertisers and agencies. Ace Metrix works with leading advertisers including Big Lots, Coldwell Banker Real Estate Corp., ConAgra, Nissan North America and others. For more information please see www.acemetrix.com.
