Ace Metrix (http://www.acemetrix.com), which specializes in television advertising analytics, has announced the Ace Metrix Quarterly Top 10 for the third quarter ending September 30, 2010. For the first time, two national breaking ads tied for best creative effectiveness: Apple iPad “Demonstration of Features” which first aired on Au.17 and Nissan “Wouldn’t It,” airing Oct. 28, both scored Ace Score 671, out of a possible 950, and compared to an Ace Score average of 532 for all ads.
“These top ten ads represent a huge achievement in a highly competitive industry. Resonating with today’s fickle consumer is a constant challenge for brands, and these ads represent the best of the best when it comes to effective creative with their consumers,” says Peter Daboll, chief executive of Ace Metrix. “The Ace Score is unique in its ability to track the breadth of all advertising creative that lands on today’s consumers, and these top ten ads of the quarter represent less than 1 percent of all new ads in the quarter, clearly the best of the best.”
Although both ads scored similarly for overall creative effectiveness, there were distinct differences in the scores of specific creative components. The iPad’s desire score of 754 scored over 40% higher than average, while Nissan’s high likeability, attention, and change scores pushed it to the top.
Both ads feature demonstrations of new technology. The Nissan ad features a series of future car innovations, such as turning bottles into seats, and other environmentally friendly possibilities. The iPad ad shows a quick visual montage demonstrating various iPad features set to music and with no voice-over element. Both ads were created by TBWA Chiat Day/OMD.