Google Tops Among Website TV Ads

November 14, 2011

ace-most-effective-tv-ads-for-websites-ytd-nov11.gifGoogle has aired 5 of the top 10 most effective website TV ads this year to date, according to November 2011 Ace Metrix analysis. Its most effective ad, “Dear Sophie,” which promoted Google Chrome by portraying a little girl’s life through the eyes of her father using a Gmail diary, achieved an Ace Score of 661, 22% higher than the category norm (544). According to Ace Metrix, Ace Score is the measure of ad creative effectiveness based on viewer reaction to national TV ads. The results are presented on a scale of 0-950, which represents scoring on a number of creative attributes such as relevance, persuasion, watchability, information, and attention, among others. Meanwhile, Bing achieved mixed results, airing 3 of the top 10 most effective and 2 of the 10 least effective website TV ads.

Go Daddy, Groupon Perform Poorly

Go Daddy, though, had notably poor results, airing 3 of the least effective TV ads, including one that was aired during the Super Bowl. Deal sites Groupon and Living Social also missed the mark, each appearing on the top 10 list of least effective website TV ads for their Super Bowl spots. TheLadders had the least effective TV ad of all, with its commercial airing at the beginning of the year garnering an Ace Score of just 438 (more than 19% below the norm).

Pursuit of Love Most Liked

nielsen-tv-ad-likeability-female.jpgMeanwhile, according to November 2011 analysis from Nielsen, the best-liked TV creatives for men and women in Q3 were about the pursuit of love. For women, the most-liked ad, with a “likeability” index of 198, was for Chevrolet Cruze Eco, in which a man’s “Janet Marry Me” plane banner kept flying behind buildings, foiling his marriage proposal attempts. This means that among female viewers, Chevrolet’s ad has proven to be 1.98 times better liked than the average new commercial during the past 3-month period.

For men, a Staples commercial, featuring a boy failing to get a girl’s phone number with his new pens, was the best-liked spot with a likeability index of 154.

Charity Enters the Picture

Among all TV viewers, MasterCard’s Stand Up to Cancer Ads, featuring Ray Romano, took the top spot, with a likeability index of 174. Yoplait’s “Save Lids to Save Lives” commercial came in at #6, with a likeability index of 162. Meanwhile, Chevrolet, which had the highest-rated ad among female viewers, followed MasterCard in the #2 spot overall with its commercial about a man humming like an engine and dreaming of driving while his dog takes in the wind from a fan.

About the Data: Nielsen’s findings only considers new ad executions airing weeks of July 1, 2011 to September 30, 2011. The Likeability Score is the percentage of TV viewers who report to like “a lot” an ad they were exposed to during the normal course of viewing TV (among those recalling the brand of the ad). The ads are then indexed against the mean score for all new ads during the period (Likeability Index).

Ace Score respondents are randomly selected and representative of the US TV viewing audience.

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