Ace Metrix has released its latest quarterly report of the most effective TV ads, sorting them by overall Ace Score and effectiveness relative to their category’s average. Guinness took top billing on the scale of relative effectiveness, outperforming the beer category average by 28.8% with its 60-second “Friendship” spot. A consistent theme across the most effective ads this past quarter was “delivering the unexpected,” according to the researchers.
One spot which didn’t deliver the unexpected but did deliver the results was Dawn’s “Saving Wild Life,” which earned the highest overall Ace Score for the quarter, of 646. (Ace Scores are presented on a scale of 1-950, which represents scoring on creative attributes such as Persuasion, Likeability, Information, Attention, Change, Relevance, Desire and Watchability.)
It was the second consecutive quarter in which Dawn topped the list: in Q2, its “Saving Animals from Oil Spills” achieved a leading Ace Score of 685.
After Dawn, the other leading commercials by overall Ace Score were:
- Microsoft Hardware’s “Oh Snap” (643);
- Samsung Televisions’ “Never Been Better” (642);
- Honda’s “This Sucks!” (638); and
- Longhorn Steakhouse’s “Longhorn Choices” (636).
Only one of those commercials made it onto the list of top ads relative to the category norm. That distinction belonged to Honda’s “This Sucks!” spot, which rated 22.2% higher than the average non-luxury auto ad.
Also scoring highly relative to their categories were Netflix’s “TV Series” (592; 26% higher than the website category norm); PetCo’s “Powerful Chemistry” (609; 22.6% higher than the other stores category); and Reebok’s “Be Ready” (559; 22.5% higher than the footwear category norm).
About the Data: The Ad of the Quarter honor is awarded to the ads debuting nationally between July 1, 2013 and September 30, 2013 with the highest percentage gap to the twelve-month category norm. A Top Ads list is also provided for the ads earning the highest Ace Scores among the same set.
The Ace Score is the measure of ad creative effectiveness based on viewer reaction to national TV ads. Ace Metrix scores every national television ad, across 85 categories creating a complete comparative database, Ace Metrix LIVEÂ®. A unique panel of at least 500 consumers, representative of the U.S. TV viewing audience, scores each ad in the exact same manner.
The results are presented on a scale of 1”“950, which represents scoring on creative attributes such as Persuasion, Likeability, Information, Attention, Change, Relevance, Desire and Watchability. Ace Metrix collected more than 1,500 ads in the third quarter. All ads within categories that had at least 20 unique pieces of creative over the past twelve months, and at least five in the quarter, were considered for the award.