Ace Metrix has released its list of most effective TV ads during Q1 2013, with a surprising finding: only 2 Super Bowl spots cracked the top 10, with Budweiser’s “Brotherhood” coming in at number 5. In another noteworthy result, no Oscar ads made it into the top 10. The list was headed by Cool Whip, with its “Mistreated and Hurt” ad achieving an Ace Score of 680, followed by Longhorn Steakhouse’s “Great Steak” at 676, and Buick’s “Be Ready” at 675. According to Ace Metrix commentary, Cool Whip’s prominence “continues a trend… where exceptional, breakthrough creative from advertisers who air fewer new ads prevail over some of the most iconic advertisers.”
Meanwhile, Coca-Cola’s anti-obesity ad, “Coming Together” took the #4 position, with an Ace score of 669. It was also the highest-scoring long-form ad.
The Ace Metrix scores reflect the persuasive nature of the commercial (through desire, relevance, information, attention, change, and likability) and its watchability. Combined, the overall effectiveness score is designed to understand how a commercial performed from the twin angles of voluntary consumer consumption and the business goal of the advertiser.
- Restaurants were well represented, with 3 making the top 10: LongHorn Steakhouse (#2; 676); Olive Garden (#6; 661); and Applebee’s (#8; 656).
- Auto manufacturers were similarly well represented, also with 3 in the top 10: Buick (#3; 675); Mercedes-Benz (#7; 660); and Cadillac (#10; 647).
- Cool Whip vaulted to the top spot by virtue of high scores (of at least 700) in attention, likability, and information.