Samsung’s Galaxy Tablet Ad Wins Overall Wireless Device Category, but Apple Still Dominates with Six of the Top 10 Ads Since the Beginning of Year
LOS ANGELES – Ace Metrix™, the authority in television advertising effectiveness, revealed the most effective wireless services and device ads to break since January 1, 2011. While T-Mobile’s recent Cowboy phone ad (featuring a Nokia phone) topped all wireless provider ads, Verizon and T-Mobile suitor AT&T demonstrated a neck-and-neck race in ad effectiveness, equally dominating the Top 10 Wireless Provider category with four spots each.
In the wireless device category, Samsung’s “Feel Free” Galaxy tablet ad was the most effective ad since January 1. Category-dominating Apple trailed closely behind with its highly effective iPad 2 ad, which broke during the NCAA Championship game. Four of Apple’s other ads in the top 10 promote the iPhone, and most include a cross-promotion with either Verizon or AT&T.
“The aggressive—and effective—marketing efforts by Samsung, Apple, AT&T, and Verizon demonstrate the race for marketshare and mindshare within the highly competitive wireless services and device categories,” said Peter Daboll, CEO of Ace Metrix. “The absence of marketing activity from HP’s Palm is notable, as well as the fact that ads from Sony, Windows/Microsoft, and Blackberry scored lower Ace Scores, ranking outside of the Top 10 Most effective.”
Most Effective Wireless Services TV Ads to Break since January 1, 2011
| Rank | Product | Ad Message | Phone Featured | Ace Score* |
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| 1 | T-Mobile | Cowboy Phone Fights Other Phones | Nokia | 628 | ||||
| 2 | Verizon | “Susie’s Lemonade Stand” promoting business services | Non-Specific Smartphone | 627 | ||||
| 3 | AT&T | “Is it a Computer, or is it a Phone?” | Motorola Atrix | 622 | ||||
| 4 | Verizon | “First Tablet Powered by Android 3.0” | Tablet with Android | 618 | ||||
| 5 | Sprint | “Unlimited is Good” | HTC | 610 | ||||
| 6 | AT&T | Bedtime Stories Characters Travel | Non-Specific Smartphone | 607 | ||||
| 7 | Verizon | Fastest Network: “Downloading at a Rocket Launch” | Samsung | 603 | ||||
| 7 | AT&T | “Surprised By Your Phone” | Samsung with Windows | 603 | ||||
| 9 | AT&T | “Man Loses Bet Over Song Date” | iPhone | 596 | ||||
| 10 | Verizon | SB11: Beautiful, Intelligent, Genius | iPhone | 595 |
“One of the most interesting things we found in looking at verbatim remarks from consumers was that they were as impressed with the phones featured in the above ads as the services themselves,” Daboll commented.
Consumers said this about some of the top wireless services ads:
Of the #1 T-Mobile ad, which featured a Nokia phone, consumers said: “It made me want the phone;” “Looks like a really cool phone,” and “I really like Nokia phones.”
Of the #2 Verizon ad that featured a non-specific smart phone, consumers said: “That’s a cool phone,” and “I love Verizon.”
Of the #3 AT&T ad, which featured the Motorola Atrix: “I watched the ad for humor, then my jaw dropped. I want that!” “That phone looks really cool and cutting edge and I like the whole package;” “I want that phone;” “Amazing—I want one.”
Most Effective Wireless Device TV Ads to Break since January 1, 2011
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*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.
** Featured during NCAA Championship game
Evident among the verbatim comments from consumers regarding the top three wireless device ads was that the ads were effective in providing new information, creating desire, and garnering attention.
Consumers said this about some of the top wireless device ads:
Of the Samsung Galaxy Tablet ad, consumers said, “I did not know Samsung offered this product;” “[The ad] shows what the product can be used for.”
Of the iPad 2 ad, consumers said, “It gets the message out that it’s an amazing product;” “I want one. It was informative;” “I WANT THAT!!!!!”
Of the #3 ranked iPhone 4 ad, consumers said, “Love the iPhone 4. So many possibilities;” “These commercials always catch my attention;” “This ad makes me want to buy the iPhone 4.”
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 global advertisers. For more information please see www.acemetrix.com.
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