What do Average Consumers Think of the New Star-studded iPhone Ads? Ace Metrix Knows

MOUNTAIN VIEW, Calif.--(BUSINESS WIRE)--Ace Metrix™, the new standard in analytics for television and video advertisers, today revealed that Apple’s new ads for iPhone starring Zooey Deschanel and Samuel L. Jackson were the most effective TV ads to break the week ending April 20, trumping two new Samsung Galaxy Note ads introduced the same week. The ads, which achieved Ace Scores of 653 and 645, respectively, are Apple’s most effective iPhone ads so far this year, but are still out-scored by Samsung’s “The Best of Phone and Tablet” Galaxy Note ad, which broke on February 22 with an Ace Score of 686 and became the Ace Metrix Q1 Ad of the Quarter.

“These ads performed very well, especially with younger women, who did not react as strongly to Apple's more feature-focused ads from earlier in the year. Celebrity ads are risky, as many celebrities can be polarizing. In these latest ads, Apple has chosen wisely, using celebrities with broad appeal.”

“Apple’s ads for iPhone had been falling rather flat earlier in the year, all scoring below the Apple iPhone norm of 620. This new creative tack that uses likeable celebrities struck a chord with American viewers,” said Peter Daboll, CEO of Ace Metrix. “These ads performed very well, especially with younger women, who did not react as strongly to Apple's more feature-focused ads from earlier in the year. Celebrity ads are risky, as many celebrities can be polarizing. In these latest ads, Apple has chosen wisely, using celebrities with broad appeal."

Top Mobile Phone Ads, 2012, to Date
See the ads at acemetrix.com

Rank	Product	Ad Title	Ace Score	First Air Date
1	Samsung Galaxy Note	The Best Of A Phone And Tablet	686	2/22/12
1	Apple iPhone 4s	Zooey Deschanel: It's Raining	653	4/16/12
2	Apple iPhone 4s	Samuel L. Jackson: Canceling Golf	645	4/16/12
4	Samsung Galaxy Note	A Poet: Sarah Kay	636	4/16/12
5	Samsung Galaxy Note	The Best of Both Tablet and Phone	631	4/14/12
6	Apple iPhone 4s	Road Trip	615	2/8/12
7	Samsung Galaxy Note	The Best Of A Phone And Tablet	607	2/27/12
8	Apple iPhone 4s	Command Your Phone To Do Anything	602	2/8/12
9	Apple iPhone 4s	iPhone With Cloud	583	2/26/12
10	Samsung Mobile Phones	Samsunged Again (Super Bowl)	583	2/5/12

*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 for mobile phones to have aired nationally during 2012.

Recurring words used by consumers to describe the new Apple ads included “want,” “great,” “good,” “love,” and “cool.” The average Ace Score for mobile phone ads is 577.

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

To schedule an interview or for specific questions about ad effectiveness, please contact:

Michelle Robertson
michelle@kerlancomm.com
646-279-5775

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