Highest Scoring TV Ads for 2009: Rubbermaid Takes Top Honors

January 4, 2010

This article is included in these additional categories:

Analytics, Automated & MarTech | Brand Metrics | CPG & FMCG | Creative & Formats | Television

A television ad for Rubbermaid Easy Find Lids food storage containers entitled “Neat. Not.” was the most creatively effective TV ad in 2009, according to Ace Metrix’s “Top Scoring TVAdvertisements for 2009” ranking. The Rubbermaid ad received an overall Ace Score of 717 out of possible 950, scoring 649 in watchability and 761 in persuasion.

The Rubbermaid ad was also the highest scoring ad in the consumer products category. It juxtaposes two women and their food storage cabinets. The first woman opens up her kitchen cabinet to an avalanche of food storage containers tumbling out. The second woman keeps her cabinet neat and organized with Rubbermaid’s storage containers. The ad also features a call to action, driving consumers to a dedicated website for coupons and other new product information.

Other top-scoring ads are ranked by category.? For example, a TV ad for Delta Faucets, entitled “Messy Hands,” delivered the highest 2009 TV advertising Ace Score in the women and TV & appliances categories.

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HP Dominates Q409 Top 10 Creative

Ace Metrix also announced that HP nabbed four out of five top spots in the “Ace Score Q4 Quarterly Top 10 Creative,” which ranked? all ads breaking between Oct. 1, 2009 and Dec. 31, 2009. The top ad for the quarter, called “Patty Cake” (Ace Score of 644), promotes the HP TouchSmart PC and features a rapid montage of visually arresting touch screens, scrolling through applications and other computer functions. The other three top HP ads also feature the HP TouchSmart PC or the HP Photosmart Premium with TouchSmart Web printer.

AT&T scored second for the quarter with an ad featuring a trailer from the recently released movie “Avatar” playing on a LG projector phone.

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The winning ads can be viewed here .

About the rankings: The Ace Score is a patent-pending, algorithm-driven measurement of creative effectiveness based on measures of persuasion and watchability. The persuasion rating is based on the interactivity of six data elements: desire, relevance, likeability, attention, information and change. These are automatically captured and analyzed for each ad. Watchability measures the engagement that a person has with the ad.

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