P&G Leads the Ad Race for Most Effective Winter Olympic Sponsors, According to Ace Metrix
2012 Summer Olympic Medalists Chobani, Coca-Cola, General Electric and Visa Will Each Need to Come From Behind in Order to Medal
MOUNTAIN VIEW, Calif.--(BUSINESS WIRE)--Ace Metrix®, the new standard in television and video advertising analytics, today announced the top performing Winter Olympic brands and ads from advertising sponsors of the Sochi Games at the halfway mark. Procter & Gamble leads the Games in terms of overall ad effectiveness for both its corporate branding efforts, which earned Gold, and several of its brands, including Febreze, which earned Silver. United took the Bronze for a series of Olympian-packed Team USA ads. Brands that dominated the 2012 Summer Olympics in London have disappointed in the Sochi Games thus far. Both Chobani and Coca-Cola, which were medalists in London, have underwhelmed audiences and underperformed with respect to their category and brand averages.
“P&G’s accomplishment is particularly impressive when you consider the number of ads they’ve introduced across their portfolio of brands, leading up to and during these games”
“P&G’s accomplishment is particularly impressive when you consider the number of ads they’ve introduced across their portfolio of brands, leading up to and during these games,” said Peter Daboll, CEO of Ace Metrix. “The data behind the scores also tells us that P&G was able to effectively take action based on what they learned in 2012 and build upon its engaging, well-executed ‘Thank You Mom’ campaign as well as extend those lessons into the creative for its individual brands.”
Medalists – Most Effective Olympic Sponsoring Brands to Date*
|Gold||Procter & Gamble||622|
*Advertisers considered for this list are Official Sochi 2014 Olympic sponsors or sponsors of the 2014 USA Olympic Team airing at least three new ads during the events. This list identifies the three advertisers earning the highest average Ace Score for their ads leading up to or during the Olympics. It is based on data collected for ads debuting up until February 11, 2014.
|Rank||Brand||Ad Title||Ace Score|
|1||Procter & Gamble||“Mom’s Work :60”||686|
|2||Procter & Gamble||"Falling"||
|3||Procter & Gamble||“Pick Them Back Up”||645|
|6||United||“Hopes Of A Nation”||626|
|7||Febreze||“No Need For Ninjas”||616|
|8||GE Corporate Branding||“Create Your Own World”||614|
|9||Jif||“Kids With The Olympic Dream”||610|
|10||Bounty||“Julie Chu: Has To Credit Her Mom”||609|
*Definition: The Ace Score is the measure of ad creative effectiveness based on viewer reaction to national TV ads. A unique sample of 500+ people, representative of the U.S. TV viewing audience scores each ad. 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. Advertisers considered for these lists are Official Sochi 2014 Olympic sponsors and sponsors of the 2014 USA Olympic Team airing new ads leading up to and during the events. It is based on data collected for ads debuting up until February 11, 2014.
Procter & Gamble has continued its successful, emotionally compelling “Thank You Mom” campaign to earn even higher scores than previously recorded during the London 2012 Games. In addition to Febreze’s Silver medalist campaign, P&G also has run a series of ads for its brands Bounty, Crest, Dawn, DayQuil, NyQuil, Oral-B, Pantene, Pampers, Puffs and Tide. United has successfully woven athletes and patriotism into airline ads that strongly resonated across demographics.
Olympic sponsor Smucker’s and stablemate Jif have both earned top positions for high performing ads so far this season.
2012 London Medalists Late or Lackluster?
Chobani stunned audiences with standout performances in 2012 built on American pride; yet its Sochi appearances thus far, including Olympian studded vignettes, have failed to resonate or break category or Olympic ad norms. Likewise, Coca-Cola, which earned Silver in 2012, has shifted its creative approach to shorter, :15 animated celebratory ads. It has also released “America the Beautiful” ads, originally aired during the Super Bowl. Altogether, Coca-Cola has underperformed the brand’s historical average and currently holds an average Ace Score of 524 for its Olympic ads. General Electric, which tied Chobani previously for Gold, has only aired a single ad thus far but does appear in the top performing ads list. Visa, the London Games Bronze winner, is currently ranked fifth among Olympic sponsors with an average Ace Score of 548.
Ace Metrix will provide the final analysis of the Winter Olympics’ ads following the closing ceremonies. For specific data requests or to speak to a representative, please contact Ace Metrix at email@example.com.
About Ace Metrix
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