Ace Metrix has released its latest quarterly report of the top 10 TV ads, this time sorting them by effectiveness relative to their category’s average, noting that some categories such as appliances, QSR and mobile tend to do better than others such as alcohol, personal care and finance. AT&T Wireless took top honors on the new scale, outperforming the 12-month telecom services category norm by 23.9% with its “Whatever-Proof” spot. Cleaning brand Dawn may have put forth the best performance of the quarter, though.
Dawn’s “Saving Animals From Oil Spills” achieved an Ace Score of 685, putting it 20.6% above its category norm, good for 6th on the list of most effective ads. More notably, it had the highest Ace Score of any of the almost 1,400 ads measured. It’s worth noting that a recent study by Unruly of the most viral branded videos recommended that brands steer clear of attempts at humor – and that the Dawn’s philanthropic ad avoided humor altogether. (Ace Metrix has previously shown that humor and purchase intent tend to be unrelated.)
Returning to the list of effective ads, Target (“A Great Thing: Kate”; 22.8% above-average), Lending Tree (“Clothing Optional”; 22.5% above-average); Hallmark (“Leaving Your Imprint”; 21.9% above-average) and Walgreens (“Don’t Panic”; 20.7% above-average) rounded out the top 5.
- AT&T’s “Whatever-Proof” is its highest-scoring ad over the past year.
- Target’s “A Great Thing: Kate” is its highest scoring ad so far.
- Dawn’s “Saving Animals from Oil Spills” was particularly effective in the relevance, attention and likability components of the Ace Metrix score, and also scored highest of the top 10 in the emotional sentiment index score.
About the Data: The Ad of the Quarter honor is awarded to the top 10 ads with the highest percentage gap to the twelve-month category norm that debuted nationally between April 1, 2013 and June 30, 2013.
The Ace Score is the measure of ad creative effectiveness based on viewer reaction to national TV ads, providing the advertising industry an unbiased resource to measure creative impact. Ace Metrix scores every national television ad, across 85 categories creating a complete comparative database, Ace Metrix LIVE™. A unique panel of at least 500 consumers, representative of the U.S. TV viewing audience, scores each ad the exact same way.
The results are presented on a scale of 1-950, which represents scoring on creative attributes such as Persuasion, Likeability, Information, Attention, Change, Relevance, Desire and Watchability. Ace Metrix collected approximately 1,400 ads in the second quarter. All ads within categories that had at least 20 unique pieces of creative over the past twelve months, and at least five in the quarter, were considered for the award.