Published: October 31, 2011

New KitchenAid Ads Dominate Appliance Category, Driving Desire among Women of All Ages, According to Ace Metrix

Share This Story

MOUNTAIN VIEW, Calif. - (BUSINESS WIRE) - Ace Metrix , the authority in television advertising effectiveness, today revealed the top appliance ads in the last six months, a list dominated by new ads from KitchenAid that promote their 13-cup food processor and their standing mixer, the most effective of which achieved a 699 Ace Score (compared to a 611 category norm). Two ads from Electrolux featuring celebrity Kelly Ripa can also be found on the list, but each performed below the norm for appliance ads, a finding consistent with Ace Metrix' research about celebrity ads.

"It's clear from the three new KitchenAid ads that have broken in the last week or so that this is a company taking an aggressive pre-holiday stance," said Peter Daboll, CEO of Ace Metrix. "The 60-second spot for KitchenAid's 13-cup processor performed better than its 30-second counterpart. Its success lies in its appeal to all female age groups, but particularly those over 50-the demographic with the most purchasing power. The ads communicated simple, intelligent messaging and scored high on 'Information' and 'Relevance,' key factors in capturing attention among women--and proof that great advertising is possible in almost any product category."

Most Effective Appliance Ads, Last 6 Months*

Message	Ad Title	Overall Ace Score
KitchenAid	Food Processor (60 seconds)	699
KitchenAid	Making More Than Stuff (featuring standing mixer)	686
Kohler	The Contractor	669
KitchenAid	Food Processor (30 seconds)	642
Kenmore	Fridge With Highest Capacity	623
Samsung Large Appliances	Better Organize Family Needs	614
Electrolux	Kelly Ripa: Juggle More	573
KitchenAid	Ovens That Bake Evenly And Perfect	572
Electrolux	Kelly Ripa: Entertaining A Packed House	561
Kohler	Tresham	555

*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.

About Ace Metrix

Ace Metrix is the industry authority in measuring and understanding the impact of advertising creative. Through patent-pending Ace Score^TM 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 global advertisers. For more information, visit www.acemetrix.com

Follow Ace Metrix on Twitter for additional insight: Ace_Metrix.

Note: Ace Metrix and Ace Score are trademarks of Ace Metrix. Other trademarks are property of their respective owners.