The big winner: Samsung, which topped the list with its ad for its tablet/phone, with an ad for its Internet-connected TV in the number 5 spot.
AceMetrix polls 500 geographically and demographically diverse viewers about every single new ad about a range of criteria: is an ad likeable, relevant, does it drive purchase intent, and does convince the viewer that the company is moving in a new direction. AceMetrix’s CEO Peter Daboll tells me when ads are good enough to make it into the top ten, companies almost always see a positive sales correlation. That sales bump comes nearer term for products like M&Ms and Doritos, and over a longer purchase cycle for electronics and cars. There’s no exact breakdown of how an AceMetrix score correlates to revenue, but there’s no question these rankings matter—TV ads are still the biggest marketing line item. And even when brands launch video ads, they’re usually repurposing TV spots.
Here are the top ten adsand here are the bottom ten.
A number of popular Super Bowl Ads—Doritos Slingshot Babyand M&Ms ‘Just My Shell’ad—ranked in the top ten. But it’s Samsung who comes out as the real winner, with two of its ads taking the #1 and the #5 spot. Daboll tells me that Samsung’s ads did well across all the component scores, particularly in ‘purchase intent.’ The winning ad for Samsung’s Galaxy tablet has no voice over, just cool music, and a compelling demo of the product. And the ad lasts a full 60 seconds. Daboll points out that even though ads for gadgets generally do better with men, this one scored particularly well with women.