Samsung Debuts Most Effective Ad of Q1 According to Ace Metrix

The Plot Thickens in Battle Between Samsung and Apple; Ellen Makes JCPenney Q1 Retail Star

MOUNTAIN VIEW, Calif.--()--Ace Metrix™, the new standard in television analytics, today announced the 10 most effective ads for the first quarter of 2012, a list led by Samsung’s ad for its Galaxy Note (also the most effective ad of the Academy Awards), earning an Ace Score of 686. Samsung debuted nine separate ads in Q1, three of which were the most effective technology ads, ranging in Ace Scores from 686 to 636. This compares to competitor Apple, which only debuted four new ads during the quarter, the most effective of which scored a 618, compared to the average Ace Score for technology ads of 548.

“Q1 is arguably the most important quarter for advertising, as the Super Bowl, Oscars, and awards season in general drives the advertising agenda,” said Peter Daboll, CEO of Ace Metrix. “It will be very interesting to watch how Samsung’s continually impressive ads affect the company’s marketshare vis-à-vis competitors like Apple, which, this quarter, did not come close to measuring up to Samsung’s advertising prowess. Samsung’s top-ranked ad was particularly brilliant because it conveyed innovation and information without a narrator.”

The two ads from Doritos and M&Ms that tied as the number one Super Bowl ad this year shared the #2 spot on the Q1 list, each scoring 671, and Coca-Cola’s top scoring Super Bowl ad, “The Catch” ranked #8.

Most Effective TV Ads of Q1 2012*

Rank       Brand       Ad Title       Ace Score
1       Samsung Galaxy Note       The Best Of A Phone And Tablet       686
2       Doritos       Sling Baby (Super Bowl ad)       671
2       M&M's       Just My Shell (Super Bowl ad)       671
4       Infiniti       See The Invisible Kid       668
5       Samsung Televisions       Taking Over       665
6       Tide       Any Drum Size Or Temperature       661
7       Hunt’s       Tomatoes With A Kick       659
8       Coca-Cola       The Catch (Super Bowl Ad)       654
9       Olive Garden       Delicious Deals       653
10       Panasonic       Mbola Village Gets Electricity       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 0-950, 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 aired nationally during the first three months of 2012.

“Least Effective” Ads List Dominated by Financial Services

Financial services dominated the list of least effective ads of Q1 across the categories of Real Estate, Investment, Mortgage and Retail. Occupying several positions on the bottoms list is H&M, which also aired a “star-dudded” David Beckham ad that ranked among the least effective Super Bowl ads this year.

Least Effective TV Ads of Q1 2012

Rank       Brand       Ad Title       Ace Score
1       One Reverse Mortgage       Enjoy Your Retirement       303
2       One Reverse Mortgage       Let Your Home Work For You       311
3       H&M       The 5-Pocket Pants       320
4       H&M       Slacks       340
5       Siemens       Community Is A Little Greener       346
6       Goldman Sachs       Man And Dog In Field       351
7       H&M       Blazer For $19.95       360
8       Goldman Sachs       Man Works       362
9       Macy’s       Rachel Roy: We All Need A Maxi Dress       367
10       Century 21       Like The Biggest Tycoon In Real Estate       372
                 

Retail Makes Waves in Q1

While H&M debuted the lowest scoring retail ads, the highest scoring ad in the sector was JCPenney’s “Receipt Revolt” ad starring Ellen DeGeneres, which broke during the Oscars. But while many of the other JCPenney Ellen spots were effective during the Oscars, none of them broke into the Top 5 Retail ads for the quarter.

Rank       Brand       Ad Title       Ace Score
1       JCPenney       Receipt Revolt (Oscars ad)       630
2       Lowe's Building Supply Store       Refresh Your Home This Spring       605
3       Target : Kitchen Products       Giada: Gorgonzola & Mushroom Risotto       602
4       Best Buy       Compact       595
5       Walgreens Drug Stores       Short Lines And Great Parking       594

About Ace Metrix

Ace Metrix is the new standard in television analytics. Through patent-pending Ace Score™ 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™ 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, visit www.acemetrix.com.

Follow Ace Metrix on Twitter for additional insight: @Ace_Metrix.

Note: Ace Metrix, Ace Metrix Live, Ace Metrix Mobile, and Ace Score are trademarks of Ace Metrix. Other trademarks are property of their respective owners.

Contacts

To schedule an interview or for specific questions about ad effectiveness, please contact:
For Ace Metrix
Michelle Robertson, 646-279-5775
michelle@kerlancomm.com

Release Summary

the list of the most effective and least effective ads for the first three months of the year

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Contacts

To schedule an interview or for specific questions about ad effectiveness, please contact:
For Ace Metrix
Michelle Robertson, 646-279-5775
michelle@kerlancomm.com