Published: February 08, 2011
Eminem's Lipton Iced Tea Ad Most Polarizing Ad of the Super Bowl, According to Ace Metrix
LOS ANGELES - (BUSINESS WIRE) - Ace
Metrix , the authority in television advertising effectiveness, said
today that Eminem's Ad for Lipton Iced Tea was the most polarizing ad of
the Super Bowl, despite its stand-alone placement within a commercial
break. The ad, which also ranked as the 8th least
effective ad of the game with an overall Ace Score** of 476,
appealed strongly to males 21-to-35 (Ace Score 667), but not to women 50
and older (Ace Score 355) or men 50 and older (Ace Score 383).
"To say ads with a high level of polarity are not cost effective for an
event like the Super Bowl is a huge understatement," said Peter Daboll,
CEO of Ace Metrix. "While highly polarizing ads may resonate well with a
specific demographic target, the Super Bowl viewing audience is diverse
and broad, and at $3 million a pop, appealing to a small sliver of the
vast Super Bowl audience is inefficient and not cost effective. Further,
if an ad actually has negative impact with some groups, it makes the ad
even less effective."
Winning Ads for Women and Men
The top 8 Most
Effective Super Bowl Ads, which were marked by a preponderance of
snack and soda ads, appealed strongly to both males and females.
"Outside of these overall leaders, the list becomes more interesting, as
different ads rise to the top in appealing to individual genders,"
Daboll said. "Women's Attention, Likeability, and Change scores were
particularly high for Verizon's 'Beautiful, Intelligent, Genius' ad that
touted the strength of the Verizon network over AT&T. High scores for
men within these same categories drove the effectiveness rating for
Volkswagen's 'Black Beetle' ad."
|
|
|
Effective Super Bowl XLV Ads for Women*
|
|
|
|
|
|
|
|
Rank Among Women
|
Product
|
Ad Title
|
Female Ace Score**
|
Overall Ace Score
|
|
7
|
Verizon Wireless
|
Beautiful Intelligent & Genius
|
615
|
595
|
|
10
|
Chrysler
|
Detroit starring Eminem
|
606
|
591
|
|
11
|
Doritos
|
The Best Part
|
605
|
599
|
|
12
|
Chevrolet Silverado
|
Tommy
|
600
|
582
|
|
14
|
TheDaily.com
|
Meet The Daily
|
599
|
581
|
|
* Most
Effective Ads Overall that are included in the above list but
not listed are Doritos' "Pug Attack" , Pepsi Max' "Love Hurts" ,
Bridgestone's "Carma," Pepsi Max' "Torpedo Cooler," Snickers'
"Logging," Doritos' "House Sitting," Chevy Cruze's "Status," Chevy
Camaro's "Miss Evelyn," Coca-Cola's "Border Crossing," and
Volkswagen's "The Force."
|
|
|
|
**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.
|
|
Effective Super Bowl XLV Ads for
Men*
|
|
|
|
|
|
|
|
Rank Among Men
|
Product
|
Ad Title
|
Male Ace Score
|
Overall Ace Score
|
|
6
|
Volkswagen Beetle
|
Black Beetle
|
623
|
590
|
|
9
|
Coca-Cola
|
Siege
|
610
|
598
|
|
11
|
Kia Optima
|
One Epic Ride
|
607
|
595
|
|
13
|
BMW
|
Designed In America
|
600
|
590
|
|
14
|
BMW
|
Ch-Ch-Changes
|
596
|
591
|
|
* Most
Effective Ads Overall which are included in the above list but
not listed are Doritos' "House Sitting," Doritos' "Pug Attack" ,
Pepsi Max' "Torpedo Cooler," Coca-Cola's Border Crossing, Chevy
Volt's "Discovery," Pepsi Max' "Love Hurts" , Snickers' "Logging,"
Volkswagen's "The Force," and Bridgestone's "Carma."
|
|
|
"Notably, not a single beer ad made it within the Top 15 overall ads or
within the Top 15 most effective ads for women or men-quite a sea change
from years past," Daboll commented.
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
Copyright © 2012, Business Wire, Inc., All rights reserved.
Copyright © 2012, NewsBlaze,
Daily News
Search News
