Published: February 09, 2010
Ace Metrix Reveals Top Scoring TV Ads from Super Bowl XLIV
LOS ANGELES - (BUSINESS WIRE) - Ace Metrix, the industry standard in online television advertising
analytics, today announced the Ace Metrix Top Scoring Super Bowl XLIV
Television Ads, a ranking of television ads from Sunday's Super Bowl
with the best creative effectiveness as measured by Ace Score . "Fence" ,
a Budweiser ad from Anheuser-Busch, was the overall highest scoring ad
with an Ace Score of 626 out of a possible 950, scoring a 657 in
watchability and 645 in persuasion. More than 5,000 consumers (ages:
21-60) nationwide participated in the Ace Metrix Super Bowl Advertising
Survey during and after the game.
The Ace Metrix measures represent a holistic assessment of advertising
creative effectiveness accounting for both entertainment value
("watchability" ) and business value ("persuasion" ) of television
commercials.
Budweiser's "Fence" was also the Ace Metrix Top Scoring Super Bowl Ad
for all female viewers and for the second half. Doritos's "Dog Collar"
was the top scoring ad for the first half, and Motorola's "MotoBlur" was
the top scoring ad for all male viewers.
"We believe great advertising motivates as well as entertains. This is
demonstrated in the strength of the Budweiser "Fence" ad which features
the iconic use of the Budweiser Clydesdales combined with a
heart-warming story about friendship that proved to be very effective
with consumers," said Steve Goldman, co-founder and CEO of Ace Metrix.
How Ace Metrix Results Differ: Google
Ad Demonstrates Advertising Effectiveness
The Super Bowl ad presented by Google, "Parisian Love," demonstrates the
difference between Ace Metrix measure and other advertising measures
that focus on popularity and entertainment value. Google's ad received a
below-average rating from many of the popular Super Bowl polls, but,
with an overall Ace Score of 596, the ad ranked #5 overall in the Ace
Metrix Top Scoring ads survey and #3 among all women.
Comments, shared below, pulled from the Ace Metrix survey demonstrate
that consumers could relate to the search engine being part of their
everyday life:
-
"Google helps people every day with their useful maps, hints and
translation. I really enjoy this Google commercial."
-
"Very relevant with good information and 'showing you how' to Google.
It really was a great ad."
-
"Wonderful ad because it gets me thinking about all of the types of
Google searches I haven't done and how Google is such a part of my
life. Reinforces Google as the only search engine that gets the
results I need fast."
-
"I like this ad because it is fast-paced, and tells a story. Also, I
learned a lot about the different ways you can use Google to search
for things. It made me want to use Google for all of my online
searches."
-
"I liked following the progression of the computer user's life through
his searches. It felt personal to see what he was searching."
Super Bowl XLIV Top Scoring Ads
The following ads are the Overall Ace Metrix Top Scoring Super Bowl XLIV
Ads for each of the designated categories:
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Overall Top Scoring Super Bowl XLIV Ads
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Category
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Ace Score
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Advertiser
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Ad
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Overall
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626
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Budweiser
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"Fence"
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Women
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626
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Budweiser
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"Fence"
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Men
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533
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Motorola
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"MotoBlur"
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First Half°
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621
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Doritos
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"Dog Collar"
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Second Half
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626
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Budweiser
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"Fence"
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°First half includes complete first half of game plus first half of
halftime. Second half includes complete second half of game plus second
half of halftime.
Top Five Scoring Ads by Category
Following are the top five scoring ads listed by each category above:
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Overall Top Five Super Bowl XLIV Ads
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Advertiser
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Ad
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Ace Score
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Budweiser
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"Fence"
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626
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Doritos
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"Dog Collar"
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621
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Snickers
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"Game"
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618
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Doritos
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"Kid's Rule"
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604
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Google
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"Parisian Love"
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596
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Female Top Five Super Bowl XLIV Ads
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Advertiser
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Ad
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Ace Score (All Female)
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Budweiser
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"Fence"
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642
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Doritos
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"Dog Collar"
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622
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Google
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"Parisian Love"
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615
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Snickers
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"Game"
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615
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Doritos
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"Kids Rule"
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591
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Male Top Five Super Bowl XLIV Ads
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Advertiser
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Ad
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Ace Score (All Male)
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Motorola
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"MotoBlur"
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621
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Doritos
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"Dog Collar"
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621
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Snickers
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"Game"
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620
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Doritos
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"Kid's Rule"
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616
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FloTV
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"Injury Report"
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615
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First Half Top Five Super Bowl XLIV Ads
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Advertiser
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Ad
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Ace Score
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Doritos
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"Dog Collar"
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621
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Snickers
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"Game"
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618
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Doritos
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"Kids Rule"
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604
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Cars.com
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"Timothy Richman"
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584
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Teleflora
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"Mr. Warmth Returns"
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581
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Second Half Top Five Super Bowl XLIV Ads
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Advertiser
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Ad
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Ace Score
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Budweiser
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"Fence"
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626
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Google
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"Parisian Love"
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596
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Denny's
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"Chicken Warning 1"
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562
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Denny's
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"Chicken Warning 3"
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562
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Audi
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"Green Police"
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550
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The Super Bowl ads with their Ace Scores can be viewed at www.acemetrix.com.
The Ace Score is powered by innovative, patent-pending algorithms and
proven methodology. The persuasion rating is based on the interactivity
of six data elements, desire, relevance, likeability, attention,
information and change, automatically captured and analyzed for each ad.
Watchability measures the engagement that a person has with the ad.
About Ace Metrix
Ace Metrix delivers actionable analytics and competitive intelligence
through the first online service measuring television advertising
effectiveness. Featuring the patent-pending Ace Score, Ace Metrix is
delivered through a SaaS delivery model to the desktops of national
advertisers and agency executives. With Ace Metrix, advertisers and
brand managers can make adjustments to creative and media schedules near
real-time resulting in savings of hundreds of thousands of dollars. Ace
Metrix customers include CBS, Chrysler, Coldwell Banker Real Estate
Corp., Deutsch Inc., HP, Mercedes-Benz, Microsoft and Nissan North
America. For more information please see www.acemetrix.com.
Note: Ace Metrix is a trademark of Ace Metrix. Other trademarks are
property of their respective owners.
Communications Insight, LLC
Julie McHenry, +1 650-504-6655
julie@comminsight.com
or
Ace
Metrix
Jack McKee, +1 310-994-6949
jmckee@acemetrix.com
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