Among Ads Appealing Strongly to Women were Verizon’s “Beautiful, Intelligent & Genius,” Chrysler’s “Detroit” Ad Starring Eminem and “Meet The Daily”
Among Ads Appealing Strongly to Men were Volkswagen’s “Black Beetle,” Coca-Cola’s “Siege,” Kia’s “One Epic Ride” and two ads from BMW
LOS ANGELES – Ace Metrix™, the authority in television advertising effectiveness, said that Eminem’s Ad for Lipton Iced Tea was the most polarizing ad of the Super Bowl, despite its stand-alone placement within a commercial break. The ad, which also ranked as the 8th least effective ad of the game with an overall Ace Score** of 476, appealed strongly to males 21-to-35 (Ace Score 667), but not to women 50 and older (Ace Score 355) or men 50 and older (Ace Score 383).
“To say ads with a high level of polarity are not cost effective for an event like the Super Bowl is a huge understatement,” said Peter Daboll, CEO of Ace Metrix. “While highly polarizing ads may resonate well with a specific demographic target, the Super Bowl viewing audience is diverse and broad, and at $3 million a pop, appealing to a small sliver of the vast Super Bowl audience is inefficient and not cost effective. Further, if an ad actually has negative impact with some groups, it makes the ad even less effective.”
Winning Ads for Women and Men
The top 8 Most Effective Super Bowl Ads, which were marked by a preponderance of snack and soda ads, appealed strongly to both males and females.
“Outside of these overall leaders, the list becomes more interesting, as different ads rise to the top in appealing to individual genders,” Daboll said. “Women’s Attention, Likeability, and Change scores were particularly high for Verizon’s ‘Beautiful, Intelligent, Genius’ ad that touted the strength of the Verizon network over AT&T. High scores for men within these same categories drove the effectiveness rating for Volkswagen’s ‘Black Beetle’ ad.”
Effective Super Bowl XLV Ads for Women*
Rank Among Women Product Ad Title Female Ace Score** Overall Ace Score
7 Verizon Wireless Beautiful Intelligent & Genius 615 595
10 Chrysler Detroit starring Eminem 606 591
11 Doritos The Best Part 605 599
12 Chevrolet Silverado Tommy 600 582
14 TheDaily.com Meet The Daily 599 581
* Most Effective Ads Overall that are included in the above list but not listed are Doritos’ “Pug Attack”, Pepsi Max’ “Love Hurts”, Bridgestone’s “Carma,” Pepsi Max’ “Torpedo Cooler,” Snickers’ “Logging,” Doritos’ “House Sitting,” Chevy Cruze’s “Status,” Chevy Camaro’s “Miss Evelyn,” Coca-Cola’s “Border Crossing,” and Volkswagen’s “The Force.”
**Definition: Ace Score is the measure of ad creative effectiveness based on viewer reaction to national TV ads. Respondents are randomly selected and representative of the U.S. TV viewing audience. The results are presented on a scale of 0-950, which represents scoring on creative attributes such as relevance, persuasion, watchability, information, attention, etc.
Effective Super Bowl XLV Ads for Men*
Rank Among Men Product Ad Title Male Ace Score Overall Ace Score
6 Volkswagen Beetle Black Beetle 623 590
9 Coca-Cola Siege 610 598
11 Kia Optima One Epic Ride 607 595
13 BMW Designed In America 600 590
14 BMW Ch-Ch-Changes 596 591
* Most Effective Ads Overall which are included in the above list but not listed are Doritos’ “House Sitting,” Doritos’ “Pug Attack”, Pepsi Max’ “Torpedo Cooler,” Coca-Cola’s Border Crossing, Chevy Volt’s “Discovery,” Pepsi Max’ “Love Hurts”, Snickers’ “Logging,” Volkswagen’s “The Force,” and Bridgestone’s “Carma.”
“Notably, not a single beer ad made it within the Top 15 overall ads or within the Top 15 most effective ads for women or men—quite a sea change from years past,” Daboll commented.
Note: The measure of ad effectiveness is a more robust measure than mere popularity and takes into account such criteria as an ad’s watchability, likeability, relevance, information, persuasiveness, ability to alter opinion, and ability to create desire.
About Ace Metrix
Ace Metrix is the industry authority in measuring and understanding the impact of advertising creative. Through patent-pending Ace ScoreTM measurement technology, Ace Metrix collects and measures the consumer impact of every nationally breaking TV ad in near real-time. Through its Creative Lifecycle Management TM suite of products, Ace Metrix provides actionable creative analysis, from ideation through real-time in-market performance optimization, to many of the world’s leading advertisers and agencies. Ace Metrix works with leading advertisers including Big Lots, Coldwell Banker Real Estate Corp., ConAgra, Nissan North America and others. For more information please see www.acemetrix.com.