U.S. Car Companies Claim Half of the Top 10 Most Effective Auto Ads; 4 of them from Chevrolet
Eminem’s “Detroit” Ad for Chrysler Finishes 5th
LOS ANGELES – Ace Metrix™, the authority in television advertising effectiveness, said that Volkswagen’s “The Force” ad was the most effective automotive ad (10 percent more effective than the average Super Bowl ad) in a Super Bowl dominated by auto manufacturers.
“The Super Bowl became the Auto Bowl this year with 19 automotive ads versus 8 a year ago,” said Peter Daboll, CEO of Ace Metrix and author of “How to Make a Winning Super Bowl Ad.” “VW’s ‘The Force’ was a hit across all demographic groups, harnessing the right mix of likeability, watchability and cute.”
Overall, this year’s Super Bowl auto ads were nearly 12 percent more effective than last year’s (with an average Ace Score* of 562 vs 503 from 2010).
Most Effective Automotive Super Bowl XLV Ads
Rank Product Ad Title Ace Score*
1 Volkswagen Passat The Force 603
2 Chevrolet Volt Discovery 602
2 Chevrolet Camaro Miss Evelyn 602
4 Kia Optima One Epic Ride 595
5 BMW AG Ch-Ch-Changes 591
5 Chrysler Group LLC Detroit 591
5 Chevrolet Cruze Misunderstanding 591
8 Volkswagen Beetle Black Beetle 590
8 BMW AG Designed In America 590
10 Chevrolet Silverado Tommy 582
*Definition: Ace Score is the measure of ad creative effectiveness based on viewer reaction to national TV ads. Respondents are randomly selected and representative of the U.S. TV viewing audience. The results are presented on a scale of 0-950, which represents scoring on creative attributes such as relevance, persuasion, watchability, information, attention, etc.
“The ‘Made in America’ theme was obviously quite effective this year,” Daboll said.
This was demonstrated by ownership of half of the Top 10 ads by U.S. car companies, which were dominated by Chevy. BMW’s “Designed in America” also resonated well with Americans, contributing to its place as the highest-scoring luxury brand.
“BMW won by providing the right information and a relevant message to Americans,” Daboll said. “BMW’s ads resonated much better across all demographic groups than Audi’s ‘Prisoner of Luxury’ or P Diddy’s in Mercedes’ ad.”
FOLLOW ACE METRIX ON TWITTER FOR ADDITIONAL INSIGHT: @ACE_METRIX
Ace Metrix will be tweeting additional insight about automotive Super Bowl ads @ace_metrix on Twitter.
Ace Metrix will release information about Overall Top Super Bowl Ads shortly.
*Note: The measure of ad effectiveness is a more robust measure than mere popularity and takes into account such criteria as an ad’s watchability, likeability, relevance, information, persuasiveness, ability to alter opinion, and ability to create desire.
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.
