Super Bowl Creative Dominates Ace Metrix Top 10 Breakthrough Ads of Q1

LOS ANGELES – Ace Metrix, the leader in measuring the impact of video advertising, today released its quarterly round up of outstanding creative. The list is based on Breakthrough capabilities, which combines Attention and Likeability components measured by Ace Metrix. With over 2,000 ads tested in the first quarter, the top ten ads represent the best of the best.

@Ace_Metrix reveals Q1’s Top Breakthrough Ads: Super Bowl creative dominates the list.

Seven ads from Super Bowl 52 made it in the Top Breakthrough list for Q1 – a significant increase compared to 2017’s Q1. Inspirational creative from PyeongChang 2018 and two ads with eye-catching, lovable pets are also among the top ten. It goes to show, viewers remain in favor of ads that make an emotional connection, entertain with visuals or celebrities, and, when all else fails, feature animals.

Attention-grabbing visuals and Likeable characters were the overriding creative forces behind Q1’s top breakthrough ads, with a few inspiring messages making the list as well. All ten spots received well-below average polarity scores indicating viewers across various demographics agreed on the effectiveness of these ads – an especially impressive feat for those that undertook a humorous approach.

Top Breakthrough Ads of Q1, 2018:

Rank Brand Ad Title Ad Length Attention Score Likeability Score



Good Odds*



2 M&M’s


0:30 785 786
3 Subaru

Love and Pets

0:30 781 789
4 Mountain Dew / Doritos

Doritos Blaze vs. Mountain Dew Ice*

1:00 791 755
5 Eukanuba

Healthy Dog

0:30 766 772
6 Verizon

Answering the Call*

1:00 785 753
7 Universal Parks & Resorts

Vacation Quarterback*

0:30 772 762
8 Jeep

Jeep Jurassic*

1:00 782 750
9 Comcast

Second Chance

1:00 767 750
10 Amazon

Alexa Loses Her Voice*

1:30 760 754

*Ads from Super Bowl 52

You can find a detailed version on the Ace Metrix website, here.

About Ace Metrix

Ace Metrix® is the standard in television and digital video analytics, dedicated to measuring the impact of video ad creative. We provide data and insight to enable marketers and creative teams to produce more impactful work, test and adjust creative executions in real-time, and understand what creative drivers impact their brand KPI’s. 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.