Brands Have Realtime Access to Data on Every Olympic Ad to Air Prior to and Throughout the Events
MOUNTAIN VIEW, Calif. – Ace Metrix™, the new standard in analytics for television and video advertisers, today announced the availability of a unique Olympic ad effectiveness program. Ace Metrix is the only company that has and will continue to score every single nationally airing US Olympic ad leading up to and throughout the games. Brands and agencies can subscribe to this exclusive program, independent of other subscriptions, to view all Olympic-themed ads by Olympic sponsors – across industries and categories.
“We are thrilled to provide a 360 degree view of ad effectiveness for brands who have invested in Olympic sponsorships and Olympic themed ads,” said Peter Daboll, CEO of Ace Metrix. “The Olympics are a significant investment for any sponsor, and understanding the effectiveness of that sponsorship is critical in the era of marketing accountability. We are particularly interested in the data regarding the vital emotional elements associated with the Olympics. Understanding how the emotion of such a global event relates to the rational consumer processing that accompanies the vast majority of advertising will be fascinating.”
Immediacy of Information is Key
“We believe that while many of these ads were produced months ago, sponsors and their agencies are looking to create lasting impressions with consumers by weaving in ‘as it happens’ performances by the athletes,” continued Daboll. “Only a service like Ace Metrix can determine if these ‘realtime’ ads hit the mark.”
Front Runners
To date, Ace Metrix has scored approximately 60 Olympic themed ads including sponsors’ ads depicting stories of hope and triumph, sponsors’ product ads with an Olympic-branded close, and those non-sponsored ads featuring Olympic athletes. Through the analysis to date* P&G has run the largest number of ads (25), followed distantly by Coca-Cola (9), and TD Ameritrade (8). From collected data, Ace Metrix reveals the following findings:
- Being a sponsor matters. Olympic Sponsor ads are more effective than those advertisers who have Olympic athletes but are not actually sponsors (sometimes called “borrowed equity”).
- Olympic sponsor P&G has the highest scoring ads to date mainly generated from their “Thank You Mom” campaign – an ad that was in the top 3 percent of all advertising for its ability to emotionally move its audience.
- Coca-Cola has two top spots with their ads featuring Olympians Shawn Johnson, Jessica Long, and David Boudia.
- Sega is leading the non-sponsor list with two high-scoring ads promoting their London 2012 video games.
- TD Ameritrade is a surprise contender with a sponsorship ad featuring Olympian Jonathan Horton that scored 27 percent above the Financial category norm.
- Visa’s 100 percent emotional appeal is powerful, delivering scores that are 50 to 70 percent higher than the average ad and among the top of the Olympics ads measured to date.
Highest Scoring Olympic Ads to Date
| Brand | Ad Title | Ace Score | Air Date | |||||||||
| P&G | Hardest Job in the World | 638 | 5/8/2012 | |||||||||
| Sega Video Games | Mario & Sonic At The London Olympics | 631 | 5/8/2012 | |||||||||
| Coca-Cola | Shawn Johnson: Dreams Not Yet Washed Away | 623 | 6/20/2012 | |||||||||
| TD Ameritrade | Department Store Climb | 622 | 4/19/2012 | |||||||||
| Coca-Cola | Open The Games | 617 | 5/26/2012 | |||||||||
| P&G | Best Job :30 | 611 | 5/7/2012 | |||||||||
| Visa | Supporting the Olympics | 599 | 6/25/2012 | |||||||||
| P&G | Mother and Daughter | 595 | 5/7/2012 | |||||||||
| Sega Video Games | Sonic No Running | 593 | 2/3/2012 | |||||||||
| P&G | Trap & Lock: Shawna Johnson | 592 | 4/28/2012 |
*Definition: The 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 1-950, which represents scoring on creative attributes such as relevance, persuasion, watchability, information, attention, etc. This list is comprised of the highest scoring new Olympic themed television advertisements to have first aired nationally this year through July 10, 2012.
Watch the ads at acemetrix.com/spotlights.
About the Olympic Program
Ace Metrix will offer exclusive access to brands/agencies who wish to track the Olympic landscape and track every single Olympic ad across categories. Olympic sponsors have the ability to see how their ads measure up against other Olympic sponsors. Subscribers have access to data in realtime, as the ads populate the Ace Metrix LIVE platform, access to data on the go via Ace Metrix MOBILE applications, plus breaking ad analysis and weekly program wrap ups. For more information, contact info@acemetrix.com.
About Ace Metrix
Ace Metrix is the new standard in television and video analytics, dedicated to delivering better, faster, and more cost-effective solutions for evaluating video advertising within competitive context. Through the Ace Metrix LIVE™ platform, companies can now access timely, actionable data wherever, whenever they need to, enabling real-time advertising campaign optimization. Combining leading edge technology and patent pending methodology, Ace Metrix is revolutionizing the way marketers measure themselves and their competitive landscape. The company is privately held and is backed by leading venture capital firms and industry leaders including Hummer Winblad Venture Partners, Palomar Ventures, Leapfrog Ventures, and WPP. Follow Ace Metrix on Twitter for sustained insight: @Ace_Metrix.
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