Consumers Think Small in Q2 with CPGs and Restaurants Dominating the Top 10
MOUNTAIN VIEW, Calif. - Ace Metrix™, the new standard in television and video analytics, announced the 10 most effective ads for the second quarter of 2012, a list led once again by Samsung, but this time for its French Door refrigerator instead of its Galaxy Note, which last quarter beat out Apple as the top mobile device advertiser. Apple rebounded in Q2, with its celebrity themed spot starring Zoey Deschanel promoting the iPhone 4S taking the only mobile device spot on the Top 10 list. Consumer packaged goods companies made a strong showing this quarter with ads from Lysol, Nestle, Downy, and Reynolds in the Top 10, as well as ads from restaurants Olive Garden and Applebee’s. Finally, Lowes was the one retailer to make the list, and Audi A6 was the one automotive company to make the list.
“Notable this quarter was both Samsung and Apple’s continued aggressiveness and excellence on the creative front. This time, Samsung’s message about its big fridge won over Americans instead of ads for Galaxy Note,” said Peter Daboll, CEO of Ace Metrix. “It was also a big quarter for CPGs and restaurants, the unsung heroes of creative effectiveness. While many of these ads are generally not candidates for a Cannes Lion, they are critical in driving sales, raising awareness, and enhancing brand perception. Reynolds, Applebee’s and Olive Garden in particular have had multiple showings on our quarterly top ads lists and should be congratulated.”
Most Effective TV Ads of Q2 2012*
|Rank||Brand||Ad Title||Ace Score|
|1||Samsung Large Appliances||For Your Big Life||697|
|2||Lysol Cleaners||The All in One Kitchen Soap||677|
|3||Nestle Crunch||New Girl Scout Candy Bars||668|
|4||Downy||Chandra Wilson: Touch of Comfort||659|
|5||Reynolds||Create Real Magic||658|
|6||Olive Garden||Great Selection||656|
|7||Applebee’s||The Show :30||655|
|8||Apple iPhones||Zooey Deschanel: It’s Raining||653|
|9||Lowe’s||A Fresh New Start||652|
*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 1-950, which represents scoring on creative attributes such as relevance, persuasion, watchability, information, attention, etc. This list is comprised of the highest scoring new television advertisements to have first aired nationally between April and June of 2012.
About Ace Metrix
Ace Metrix is the new standard in television analytics, dedicated to delivering better, faster, and more cost-effective solutions for evaluating video advertising within competitive context. Through the Ace Metrix LIVE™ platform, companies can now access timely, actionable data wherever, whenever they need to, enabling real-time advertising campaign optimization. Combining leading edge technology and patent pending methodology, Ace Metrix is revolutionizing the way marketers measure themselves and their competitive landscape. The company is privately held and is backed by leading venture capital firms and industry leaders including Hummer Winblad Venture Partners, Palomar Ventures, Leapfrog Ventures, and WPP.
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Ace Metrix, Ace Metrix LIVE™, Ace Metrix PRE™, Ace Metrix MOBILE™, Ace Metrix TARGET™, and the Ace Score™, and their logo designs are trademarks of Ace Metrix, Inc. All rights reserved.
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