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.--(BUSINESS WIRE)--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”

“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.

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