TV continues to be a particularly influential advertising medium, by far the largest in the US. Which brands managed to outperform their competitors in this key medium last year? Ace Metrix has released its list of the brands that aired the most effective ads in relation to their competition – giving top honors overall to Google. Google was named “Brand of the Year” and also aired the most effective commercial of the year, its Zeitgeist-themed “Here’s to 2013.”
The Google ad registered an Ace Score of 663, outperforming the other ads in its category (Technology – Software & Websites) by 46%. That was the largest disparity of any single ad in relation to a qualifying category.
(The Ace Score is a measure of ad effectiveness based on viewer reaction to national TV ads. The results are presented on a scale of 1-950, aggregating scores on attributes such as persuasion, relevance, information, attention, change, desire, and watchability.)
Google earned its “Brand of the Year” honors by virtue of its portfolio of ads averaging an Ace Score (570) that was 24% above the category norm. That was the largest gap of any  brand compared to a qualifying category’s average.
Other notable category winners include:
- Liberty Mutual (average Ace Score of 564), which led the Insurance category for the second consecutive year, and which was the only returning winner;
- Vizio (average Ace Score of 609), which aired the most effective ads in the Technology-Hardware category, besting Samsung, Microsoft and Intel in the process;
- Kindle, which won the Technology – Mobile Devices category, displacing previous winners Samsung and Apple; and
- Netflix (average Ace Score of 578), which outdid its larger cable and telco competition in leading the Telecom Services category.
The full list of category winners can be found in the chart above.
About the Data: To qualify for Ace Metrix Brand of the Year, brands must have debuted five or more unique pieces of creative within a category containing more than 100 pieces of creative and five qualifying brands.
Nearly 750 brands competed for 20 category titles, from over 5,000 creative executions. In the last year, Ace Metrix scored more than 6,400 ads from over 1,200 brands.
