Published: February 07, 2011
Doritos and Pepsi Max's 'Crash the Super Bowl Contest' Delivered Top 4 Most Effective Super Bowl Ads, Led by 'Pug Attack,' According to Ace Metrix
LOS ANGELES - (BUSINESS WIRE) - Ace
Metrix , the authority in television advertising effectiveness, said
today that Doritos' "Pug Attack" ad was the most effective overall Super
Bowl XLV ad (Ace Score* 662), and Adrien Brody's "Crying Jean" ad for
Stella Artois was the least effective (Ace Score 429). The average Ace
Score for this year's Super Bowl ads was 549. Drink and snack ads
dominated Ace Metrix' Top 10 Most Effective Super Bowl Ads list, which
did not include a single beer ad.
"Overall, Super Bowl ads this year displayed much higher creative
quality vs. 2010, increasing from an average Ace Score of 514 to 549,"
said Peter Daboll, CEO of Ace Metrix and author of "How
to Make a Winning Super Bowl Ad." "In addition, we saw a large
increase in the number of automotive ads, from eight last year to 19
this year."
Automotive ads claimed three of the Top 10 spots on Ace Metrix's Most
Effective Super Bowl Ads list, including Volkswagen's "The Force" and
two ads from Chevrolet. (A separate release from Ace Metrix discussing
Super Bowl automotive ads can be found here.)
"The top ads lead in Likeability scores, as well as key metrics like
Relevance, Attention and Desire," Daboll said. "Once again, dogs and
humor pushed a button with American consumers, and Doritos and Pepsi
Max's sweep of the top four ads on our list deserve a lot of praise, not
least of which because they were generated by consumers."
Most Effective Super Bowl XLV Ads
|
Rank
|
|
|
|
|
Product
|
|
|
|
|
Ad Title
|
|
|
|
|
Ace
Score*
|
|
1
|
|
|
|
|
Doritos
|
|
|
|
|
Pug Attack
|
|
|
|
|
662
|
|
2
|
|
|
|
|
Pepsi Max
|
|
|
|
|
Love Hurts
|
|
|
|
|
643
|
|
3
|
|
|
|
|
Doritos
|
|
|
|
|
House Sitting
|
|
|
|
|
635
|
|
4
|
|
|
|
|
Pepsi Max
|
|
|
|
|
Torpedo Cooler
|
|
|
|
|
634
|
|
5
|
|
|
|
|
Snickers
|
|
|
|
|
Richard Lewis
|
|
|
|
|
618
|
|
5
|
|
|
|
|
Bridgestone Tires
|
|
|
|
|
Carma
|
|
|
|
|
618
|
|
7
|
|
|
|
|
Coca-Cola
|
|
|
|
|
Border Crossing
|
|
|
|
|
615
|
|
8
|
|
|
|
|
Volkswagen Passat
|
|
|
|
|
The Force
|
|
|
|
|
603
|
|
9
|
|
|
|
|
Chevrolet Camero
|
|
|
|
|
Miss Evelyn
|
|
|
|
|
602
|
|
9
|
|
|
|
|
Chevrolet Volt
|
|
|
|
|
Discovery
|
|
|
|
|
602
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
*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.
Least Effective Super Bowl XLV Ads
|
Rank
|
|
|
|
|
Product
|
|
|
|
|
Ad Title
|
|
|
|
|
Ace
Score*
|
|
1
|
|
|
|
|
Stella Artois
|
|
|
|
|
Adrien Brody's The Crying Jean
|
|
|
|
|
429
|
|
2
|
|
|
|
|
Salesforce.com
|
|
|
|
|
Chatter.com - Evolve
|
|
|
|
|
454
|
|
3
|
|
|
|
|
Living Social
|
|
|
|
|
Man Into Woman
|
|
|
|
|
455
|
|
4
|
|
|
|
|
GoDaddy.com
|
|
|
|
|
Joan Rivers
|
|
|
|
|
464
|
|
5
|
|
|
|
|
Groupon
|
|
|
|
|
Timothy Hutton
|
|
|
|
|
468
|
|
6
|
|
|
|
|
HomeAway Time
Shares
|
|
|
|
|
Smush
|
|
|
|
|
470
|
|
7
|
|
|
|
|
Mini Countryman
|
|
|
|
|
Cram It In The Boot
|
|
|
|
|
474
|
|
8
|
|
|
|
|
Lipton Ice Tea
|
|
|
|
|
Eminem
|
|
|
|
|
476
|
|
9
|
|
|
|
|
Dodge Ram
|
|
|
|
|
Strength In Numbers
|
|
|
|
|
481
|
|
10
|
|
|
|
|
Salesforce.com
|
|
|
|
|
Chatter.com - Will I Am
|
|
|
|
|
482
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
|
Groupon and the Celebrity Conundrum
Among the most talked-about ads in the Super Bowl, Groupon's ad starring
Timothy Hutton was just one of the many ads starring celebrities that
failed to impress consumers.
"We have proven through extensive testing that celebrities rarely move
the needle on creative effectiveness," said Daboll, author of "Celebrities
in Advertising are Almost Always a Big Waste of Money." "The problem
with Groupon's ad extends beyond the use of a celebrity, though-verbatim
responses from consumers revealed that people were highly offended by
the ad, and the insensitive humor didn't appear to work."
The only ad starring a celebrity that ranked within Ace Metrix's Top 10
Most Effective Super Bowl Ads was Snickers' ad starring Rosanne Barr and
Richard Lewis, earning an Ace Score of 618.
"Ads starring celebrities tend to do well when the stars are weaved
within the storyline. Snickers did that well this year, mimicking last
year's success with Betty White," Daboll commented.
Eminem starred in the Chrysler "Detroit" ad that ranked among Ace
Metrix's Top
10 Most Effective Automotive Super Bowl Ads with an Ace Score of
591. However, his role in the Lipton Iced Tea ad, the 8th
Least Effective Super Bowl Ad, did little to bolster the ad's
effectiveness, earning only a 476 Ace Score.
Justin Bieber and Ozzy Osborne's ad for Best Buy, with an Ace Score of
579, was the 3rd most effective celebrity ad behind Eminem's
Chrysler ad.
Other celebrity ads that rounded out Ace Metrix's Least Effective list
included Joan Rivers' GoDaddy ad and Will.i.am's Salesforce.com ad,
scoring 464 and 482, respectively.
Note: The measure of ad effectiveness is a more robust measure
than mere popularity and takes into account such criteria as an ad's
watchability, likeability, relevance, information, persuasiveness,
ability to alter opinion, and ability to create desire.
For More Information:
To schedule an interview or for specific questions about Super Bowl ad
effectiveness, please contact:
Also, follow Ace Metrix on Twitter for additional insight: @Ace_Metrix.
About Ace Metrix
Ace Metrix is the industry authority in measuring and understanding the
impact of advertising creative. Through patent-pending Ace ScoreTM
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 TM 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
advertisers including Big Lots, Coldwell Banker Real Estate Corp.,
ConAgra, Nissan North America and others. For more information please
see www.acemetrix.com.
Note: Ace Metrix and Ace Score are trademarks of Ace Metrix. Other
trademarks are property of their respective owners.
For Ace Metrix
East Coast:
Michelle Robertson,
646-279-5775
michelle@kerlancomm.com
or
West
Coast:
Julie McHenry, 650-504-6655
julie@comminsight.com
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