Using its television analytics system, Ace Metrix is able to measure an ad’s effectiveness, and each ad is given an ‘Ace Score’. Ace Metrix explains how it arrives at that figure:
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.
Taking a look at US advertising in the first three months of 2012, Ace Metrix had a lot to work with, considering the fact that it was Oscar season and Super Bowl season all rolled into one.
Samsung topped the list with a score of 686, followed by Doritos Super Bowl ad, ‘Sling Baby’ and M&M’s Super Bowl ad, ‘Just My Shell’ sharing the second spot. Samsung was one of only two tech brands to make it into the top 10 list, and actually makes two appearances at number 5 for its Samsung Televisions ad, ‘Taking Over’. Panasonic is the only other tech brand appearing in the top 10.
It’s interesting that the Samsung ad struck a chord with TV viewers, whereas with an online audience, it probably wouldn’t appear at the top of this kind of list.
In fact, if anything, Samsung’s advertising track record online took a hit at the beginning of the year, when it released an ad making fun of Apple, and received its fair share of criticism as a result.
The Samsung Galaxy Note ad received over 96,000 hits, while it’s controversial Apple ad received over 440,000 views, although the company may well subscribe to the notion that there is no such thing as bad publicity.
On the flip side, Ace Metrix is also able to measure the least effective ads we’ve seen in the first quarter, with the list dominated by a slew of financial services including Real Estate, Investment and Mortgage.
Retailer H&M makes three disappointing appearances on the list, accompanied by Macy’s and tech company, Siemens. H&M’s star studded effort fell flat, proving that it doesn’t necessarily take an impressive list of celebrities to make a good ad.
For your viewing, and judging, pleasure, we’ve also included the Doritos and M&M’s ads below. Do you think this is the best advertising TV has had to offer so far this year? Let us know in the comments.