Ace Metrix Announces Most Effective Ads of Q2, a List Marked by Numerous New Products and Packaging
LOS ANGELES – Ace Metrix™, the authority in television advertising effectiveness, announced the Ace Metrix Quarterly Top 10 national ads for the second quarter ending June 30, 2011. This quarter, ads featuring new products and packaging rose to the top. Leading the list was Coca-Cola’s “Shape” spot that featured its new bottle design. The ad, which was Coke’s highest scoring ad of the last three years and the second-highest scoring ad out of more than 500 beverage ads in the Ace Metrix database, received an Ace Score™ of 670 compared to the Beverage category norm of 551.
“Coca-Cola’s ‘Shape’ spot shows how great creative makes a product launch more effective,” commented Peter Daboll, chief executive of Ace Metrix. “The ad had the highest attention and likeability scores among the top ten ads and did particularly well with younger demographics.”
According to one Female, aged 21-35, “I love this ad; it was so cute, and it brought me back to when I was a kid and I used to get the small glass bottles. I also like how Coke is eco-friendly.”
Top 10 Most Effective Ads of Q2 2011*
| Brand | Ad Title | Air Date | Overall Ace Score |
|||
| Coca-Cola | Shape | 6/15 | 670 | |||
| Oreo | Family Enjoys Oreo Fudge Cremes | 4/11 | 662 | |||
| Google Chrome | Dear Sophie | 5/3 | 661 | |||
| Subway | Greasy Fast Foods | 4/17 | 655 | |||
| M&M’s | Surprise Gift | 4/18 | 651 | |||
| Microsoft Windows 7 | A Blast Of A Deal | 5/23 | 651 | |||
| Magnum Ice Cream | Rachel Bilson Runs Across Car Roofs | 4/25 | 648 | |||
| Wendy’s | People Stand In Carton And Try Fries | 4/1 | 648 | |||
| Orville Redenbacher’s | Criss Angel: Popcorn Magic | 4/22 | 640 | |||
| Apple iPad 2 | It Becomes Delightful, Even Magical | 4/2 | 640 |
*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. Based on Ace Metrix data collected from January 2009.
Top 10 Least Effective Ads of Q2 2011*
| Brand | Ad Title | Air Date | Overall Ace Score |
|||
| GEICO | Metal Briefcase | 5/31 | 302 | |||
| Jeremiah Weed | Randy Is One Of Six Men | 4/14 | 309 | |||
| GEICO | The Hallway Briefcase Grab | 6/16 | 330 | |||
| Credit Suisse | Helping Roger Relax | 5/18 | 331 | |||
| Malibu Black Flavored Rum | This Is The Midnight Hype | 5/17 | 333 | |||
| Jeremiah Weed | Who Needs A Fork | 4/8 | 347 | |||
| GEICO | 15 Is All You Need To Know | 5/3 | 348 | |||
| Lucky U IPA | Seven Druple Hopped | 5/10 | 350 | |||
| Modelo Especial | Men Watch Game Inside Beer Cooler | 6/20 | 352 | |||
| Ketel One Vodka | Inspired By 300 Years Of Tradition | 5/16 | 356 |
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.
New Products and Features
The second quarter top ten list was dominated by new products and packaging enhancements across several different categories. Oreo launched its Fudge Creme line extension with a new spot featuring a family’s “indescribably good” reaction to the new cookie.
“Oreo’s ad made you want the cookie – it scored the highest Desire score out of all of the top ten ads,” commented Daboll.
Other product launch and packaging enhancement ads include Google’s Chrome browser, Subway’s new salads, M&M’s “design your own M&M’s,” Magnum Ice Cream’s U.S. market launch, Wendy’s new sea salt French fries, Orville Redenbacher’s new popcorn bag, and the iPad 2.
The third highest-scoring ad, Google’s “Dear Sophie,” narrates a little girl’s life through the eyes of her father using a Gmail “diary” that demonstrates the capabilities of Google Chrome.
“Google’s ‘Dear Sophie’ ad tells a compelling story that the audience clearly relates to; the ad achieved the highest Relevance, Change, and Information scores among all of the top ten ads,” Daboll said.
Said best by one 21-35 year old female about the “Dear Sophie” ad: “I am a huge fan of Google and Gmail. I haven’t really had the chance to explore Chrome, but I just might give it a chance having seen this commercial. It was so sweet!”
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 ManagementTM 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. For more information, visit www.acemetrix.com.
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