MOUNTAIN VIEW, Calif. - The Ad Council announced a partnership with Ace Metrix™ to quantitatively measure the effectiveness of its television public service advertisements (PSAs). Through Ace Metrix, the Ad Council will be able to achieve new insight into their health, safety, education and family and community television PSAs.
Since the inception of the partnership, Ace Metrix has provided data on more than 75 public service ads spanning a variety of different PSA subjects. Of those ads, several campaigns were particularly effective in the eyes of consumers: ads promoting Hands-Only CPR, Arthritis Disability Prevention, Pet Adoption, and the Mentoring campaign for Big Brothers & Big Sisters.
“Ace Metrix provides the Ad Council with invaluable data that enables us to understand how and with whom our vital social issue messages are resonating,” said Peggy Conlon, president and CEO of the Ad Council. “Prior to Ace Metrix, getting consistent learning across all of our many campaigns on their impact with consumers was challenging. This research is critical in helping our very talented agency partners to effectively deliver PSAs for their respective target audiences.”
For example, Ace Metrix data confirmed that the Ad Council’s Hands-Only CPR campaign succeeded in conveying important information to consumers of all ages and income levels. Additionally, the Shelter Pet Adoption campaign succeeded in generating attention and likeability for the program, the key goal of the campaign, and the Mentoring campaign for Big Brothers & Big Sisters inspired respondents, particularly African Americans and 36-49 year-olds, to think about the issue differently.
“The Ad Council and its agency partners produce some of the most effective advertising on television,” said Peter Daboll, CEO of Ace Metrix. “Ad Council messages inherently have the secret sauce to good creative: a selfless message that American consumers respond really well to. Interestingly, many of the most effective Ad Council ads in the last year also benefit families and communities, a component to many successful commercial ads as well.”
Ace Metrix supplies the Ad Council with calculated Ace Scores, the measure of ad creative effectiveness based on viewer reaction to national television ads. The results are presented on a scale of 0-950, which represents scoring on key elements such as Attention, Desire, Change, Information, Relevance, Likeability and Watchability. Each ad has been viewed and rated by a unique set of 500+ consumers that are representative of both the U.S. population as determined by the U.S. Census, as well as the overall television watching population. Each ad supports a rich set of optional qualitative responses (on average around 225 per ad) that provide critical contextual and sentiment analysis.
“At Y&R we were thrilled to partner with the Ad Council on behalf of the Arthritis Foundation and are very proud of the work we have done. Our experience in health care has taught us that the best way to help people struggling with different conditions is to engage them emotionally,” said Belle Frank, EVP, Global Director of Strategy & Research at Young & Rubicam and the strategist on the project. “Nobody wants to be lectured and the brilliance of the Get Moving work was its ability to deliver an empowering message in a breakthrough way, as the Ace Metrix data validates. We were able to see how strongly the PSA connected with women and ‘why’ through more than 330 verbatim responses from consumers.”
About Ace Metrix
Ace Metrix is the new standard in television analytics. 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 global advertisers. For more information, visitwww.acemetrix.com. Follow Ace Metrix on Twitter for additional insight: Ace_Metrix.
The Advertising Council
The Ad Council (www.adcouncil.org) is a private, non-profit organization that marshals talent from the advertising and communications industries, the facilities of the media, and the resources of the business and non-profit communities to produce, distribute and promote public service campaigns on behalf of non-profit organizations and government agencies. The Ad Council addresses issue areas such as improving the quality of life for children, preventive health, education, community well-being, environmental preservation and strengthening families.