Ace Metrix has released its list of Q3’s top “breakthrough” ads, based on an analysis of more than 1,980 TV and digital ads tested during the quarter. Breakthrough ads are those that combine the highest “Likeability” and “Attention” scores as measured via viewer surveys – and it increasingly appears as though ad length is not a turn-off.
In Q2’s list, 9 of the top 10 breakthrough ads were at least 60 seconds long. While this past quarter didn’t feature quite as many ads of that length, 7 of the top 10 were at least a minute long. Moreover, 3 of the top 10 were more than 2 minutes long, including the leading ad, Nike’s “Unlimited Scout Bassett,” which clocked in at 2 minutes and 25 seconds. (Nike scored three ads in the top 10.)
Ace Metrix links these longer, digital-only ads to improved creative quality, which it says result in ad experiences that consumers want to watch. There is data to support this viewpoint, with consumers generally preferring a single long ad to multiple shorter ad breaks.
Meanwhile, key themes emerging from this past quarter’s top breakthrough ads centered on inspiration, empowerment and humor. (Emotional connections were also a key theme in Q2’s top breakthrough ads.) While humor resonates with audiences and is linked to sharing activity, previous Ace Metrix research suggests that in TV advertising, humor and purchase intent are not related.
See the above chart for the full list of the top 10 breakthrough ads.