Top Ads of Q3 Use Humor and Philanthropy to Earn Highest Ace Scores from Ace Metrix

Band-Aid, Google, PayPal, Target and TGI Fridays Outshine Competition by Twenty-Three Percent or More

MOUNTAIN VIEW, Calif.--()--Ace Metrix®, the standard in television and video advertising analytics, today announced the top scoring ads of the third quarter of 2014. In total, 30 ads were awarded the title of Ad of the Quarter, each one having earned the highest Ace Score within their respective category. Of the winners, five ads outperformed their competitive set by 23 percent or more. Google made the top of the list for its ad featuring its search application (Ace Score 641, 30.1 percent above the Software & Websites norm). PayPal debuted an ad 29.2 percent above the Financial Services category average and achieved the second highest Emotional Sentiment Index (71 out of 100) of all top Ads of the Quarter. Ads from Band-Aid and Target used philanthropy to pull at consumers’ heartstrings, earning Ace Scores 23.9 and 23 percent above category norms, respectively. “Endless Apps,” the winning ad for the now-famous TGI Fridays promotion, received the only Ace Score above 700 this quarter at 704.

“Every day we dive deeply into the latest ad data to help advertisers determine if and how their creative is hitting the mark based on their specific objectives, closely analyzing the interplay of component scores and delving into the qualitative consumer comments to further demonstrate the ‘why’ behind the scores,” remarked Peter Daboll, Ace Metrix CEO. “These 30 ads represent creative that performed best in its category from a holistic perspective, hitting on multiple cylinders to first attain attention, then impart information, reflect change for a brand, leverage relevance, generate desire and, in many cases, evoke strong emotional sentiment.”

The unique, syndicated method by which Ace Metrix gathers creative performance measures allows advertisers to compare their ad effectiveness against all other brands within their respective categories. Watch the ads and learn how each creative piece earned its place on the list at acemetrix.com/blog.

Top Ads of the Quarter, Q3 2014*

listed alphabetically by category

Category     Brand     Ad Title    

Ace
Score

   

Gap to 12-
Month
Category
Norm

    ESI
Apparel & Footwear     Hanes     Hanes X-Temp     591     17.5%     46
Appliances     Frigidaire     Super Mom     651     6.1%     63
Auto - Luxury     Infiniti     Reverse Worries     642     13.3%     59
Auto - Non-Luxury     Chevrolet     Best Thing Ever     636     15.6%     59
Automotive Services     Carfax     Find What You Want     628     12.7%     60
Beverages - Beer     Angry Orchard Cider     Fresh Apples     562     10.5%     50
Beverages - Non Alcoholic     Lipton     Refreshing Flavor :30     660     16.0%     67
Beverages - Soda     Canada Dry     Jack's Surprise     612     11.5%     53
Beverages - Spirits     Smirnoff Ice     Summer Sensation     623     26.0%     62
Candies & Snacks     Twix     Boss Tells Employee to Get Out     659     16.2%     44
Financial Services - Banking, Investment & Mortgage     PayPal     Your Money Is Safe/One Touch     663     29.2%     71
Financial Services - Credit Cards     MasterCard     One More Day     594     7.8%     60
Household     Scott     Save The Tubes     689     14.1%     58
Insurance     Farmers Insurance     Hiding Coverage     613     14.3%     58
Packaged Foods     Boar's Head Cheese     Golden Switzerland Cheese     689     17.3%     66
Personal Care - Cosmetics     Revlon     Olivia Wilde: Glossy Wet Color     563     15.7%     58
Personal Care - Hair     Head & Shoulders     C.J. Wilson: A Big Line     571     14.8%     46
Personal Care - Main     Band-Aid     Supporting the Troops     686     23.9%     73
Personal Care - Skin     Olay Skin     No Sleep Required     598     16.6%     62
Pets     Fresh Step     Dog Thinks the Cat is Gone     615     9.6%     62
Pharmaceuticals - OTC     Aleve     Woman Experiencing Pain     625     10.9%     43
Restaurants - Casual Dining     TGI Fridays     Endless Apps :30     704     14.5%     61
Restaurants - QSR     Pizza Hut     Ultimate Hershey's Chocolate Chip Cookie     681     17.8%     49
Retail     Target     Supplies They Need     673     23.0%     69
Technology - Hardware     Microsoft Surface     Power     659     17.1%     60
Technology - Mobile Devices     Samsung Mobile Phones     Don't Be A Wall Hugger     690     15.3%     49
Technology - Software & Websites     Google     Dream     641     30.1%     59
Technology - Video Games & Consoles     PlayStation     Become Legend     582     12.6%     62
Telecom Services     Hulu     Watch Now     638     19.2%     62
Travel     Delta Airlines     Traveling Mystery     670     18.1%     70

Each of the ads within this list earned the highest Ace Score of all ads within its category, having first aired on national television between July 1 and September 30, 2014.

*See “Award Qualification and Methodology” below.

Category Standouts

Of the 1,500+ ads Ace Metrix tested with consumers in the third quarter, only 30 are awarded the title of Ad of the Quarter. Google’s “Dream” (Ace Score 641) earned the highest score compared to its category average, 30.1 percent above the 12-month Software & Websites category norm. This is the fourth-consecutive win for Google, whose latest campaign, “Okay Google,” has performed exceptionally well, leveraging the brand’s strong product appeal and relevancy among consumers.

While funny ads are not always effective, a number of this quarter’s top ads use humor, making the ads both informative and entertaining. Hanes aired the most effective funny ad with the debut of “Hanes X-Temp,” which scored 17.5 percent higher than the Apparel & Footwear 12-month average. Likewise, Twix, Lipton, Chevrolet, Head & Shoulders, Olay, Farmers Insurance, Canada Dry and Fresh Step each aired winning creative that incorporated humor into a variety of situations—from the everyday to the absurd. Perhaps on the more absurd end, Lipton’s “Refreshing Flavor” not only had the highest Ace Score (660) of all the funny ads, it also incorporated the brand’s new mainstay, The Muppets.

In addition to Lipton, Hanes, Revlon and Head & Shoulders feature celebrities – each playing themselves – providing authenticity to their inclusion in the ads.

Band-Aid aired “Supporting the Troops” (Ace Score 686) to take home not only the title for the Main Personal Care category, but also to earn the highest Emotional Sentiment Index (71 on an index of 100) as well as the highest Attention and Likeability scores of all ads of the third quarter winners. Band-Aid was accompanied by Target to also debut a philanthropic piece. Target’s ad “Supplies They Need” (Ace Score 673) took home the quarter title for the Retail category, which accompanies its previously awarded title of top 2014 Back to School ad.

The highest scoring ad from the winner’s list comes from TGI Fridays whose “Endless Apps” campaign has consistently pulled strong Persuasion scores. This ad earned the highest score in each of the Persuasion components of any Casual Dining ad in the quarter, with a Desire score, in particular, that was 30 percent above the current norm.

To watch and learn more about each of the winning ads visit acemetrix.com/news/blog.

Award Qualification and Methodology

An Ad of the Quarter award recognizes the highest scoring ads of each qualifying category based on ads that debuted between July 1 and September 30, 2014. The Ace Score is the measure of ad creative effectiveness based on viewer reaction to national TV ads, providing the advertising industry an unbiased resource to measure creative impact. Ace Metrix scores every national television ad, across 96 categories creating a complete comparative database – Ace Metrix LIVE®. A unique panel of at least 500 consumers, representative of the U.S. TV viewing audience, scores each ad in the exact same manner. The results are presented on a scale of 1–950, which represents scoring on creative attributes such as Persuasion, Likeability, Information, Attention, Change, Relevance, Desire, and Watchability. Ace Metrix applies a natural language processing algorithm to the hundreds of qualitative verbatim responses collected for each ad, deriving a score that indicates positive, negative, or neutral emotional impact and represents the ad’s position on an Emotional Sentiment Index ranging from 1 to 100. Ace Metrix collected more than 1,500 ads in the third quarter, scored by more than 150,000 consumers, representing 750,000 quantitative and approximately 450,000 qualitative responses. All ads within categories that had at least 20 unique pieces of creative over the past 12 months, and at least 10 in the quarter, were considered for the award.

About Ace Metrix

Ace Metrix® is the standard in television and video 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.

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

Note: Ace Metrix®, the Ace Metrix logo design, Ace Score®, Ace Metrix LIVE® and Creative Lifecycle Management® are registered trademarks of Ace Metrix, Inc. Other trademarks are property of their respective owners.

Contacts

for Ace Metrix
Michelle Robertson, 646-279-5775
michelle@kerlancomm.com

Release Summary

Top Ads of Q3 Use Humor and Philanthropy to Earn Highest Ace Scores from Ace Metrix: Band-Aid, Google, PayPal, Target and TGI Fridays Outshine Competition by Twenty-Three Percent or More

Contacts

for Ace Metrix
Michelle Robertson, 646-279-5775
michelle@kerlancomm.com