Frigidaire Airs Most Effective Ad of Q3, According to Ace Metrix

Appliance Giant’s Ad Promoting “90 Years of Innovation” Leads a Quarter Heavy with Impressive Technology, Automotive and Philanthropic Ads

MOUNTAIN VIEW, Calif.--(BUSINESS WIRE)--Ace Metrix®, the new standard in television and video analytics, today announced the 10 most effective ads for the third quarter of 2012, a list led by Frigidaire for its recently released ad that reviews Frigidaire’s “History of Innovation” and promotes the company’s new Symmetry Double Oven Range and Orbit Clean dishwasher (Ace Score: 691). This ad, which scored an entire 18 points above the next ranked ad from Ford, represents the second time in a row that an appliance ad has topped the quarterly list. Ford’s ad, promoting the Escape’s foot-operated lift gate, was one of two automotive ads within the Top 10 (the other from BMW) and achieved an Ace Score of 673. Also notable this quarter was a Top 10 with five separate technology ads, including two ads for Samsung’s Galaxy Note Tablet, two ads for the new iPhone 5, and an ad promoting the Google Nexus 7.

“While Frigidaire hasn’t aired a television ad in many years, consumers were really drawn to the historic portrayal of the Frigidaire products. This, coupled with the ad’s message of innovation (which also worked to Ford’s advantage), resulted in Frigidaire’s solid performance above all other ads.”

“It’s unusual to have a quarter so dominated by technology ads—especially this far before the holiday season. I predict that when people start doing their advertising year-in-reviews, the escalated battle between Apple and Samsung will be a notable phenomenon of 2012,” said Peter Daboll, CEO of Ace Metrix.

“While Frigidaire hasn’t aired a television ad in many years, consumers were really drawn to the historic portrayal of the Frigidaire products. This, coupled with the ad’s message of innovation (which also worked to Ford’s advantage), resulted in Frigidaire’s solid performance above all other ads.

“Also noteworthy was the success of AT&T’s anti-texting-while-driving ad starring Olympian McKayla Maroney, proving once again that cause-related messages are often a hit with consumers,” continued Daboll.

Most Effective TV Ads of Q3 2012*

Rank	Brand	Ad Title	Ace Score
1	Frigidaire	History of Innovation	691
2	Ford	One Foot Forward	673
3	Apple	Pictures Made Bigger	672
3	Samsung	Plan and Create a New Way	672
5	Liberty Mutual	Beautifully Imperfect World	670
6	Apple	Shaped to Fit the Ears	668
6	BMW	(AUG) Vet	668
8	AT&T	McKayla Maroney: Take The Pledge Today	666
9	Samsung	New Way To Create	663
10	Google	Camping	662
*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 1-950, which represents scoring on creative attributes such as Relevance, Persuasion, Watchability, Information, Attention, etc. This list is comprised of the highest scoring new television advertisements to have first aired nationally between July and September of 2012.

Olympic Ads Fail to Cross the Finish Line

In spite of all the attention Olympic ads received late this summer, interestingly, none made the quarterly Top 10. That said, Olympic Sponsors leveraging the games for brand building enjoyed break-out category performances such as P&G’s “Thank you, Mom” ads, the highest performing of which (“Try Again Wieber”) barely missed entering the Top 10 by two points, achieving an Ace Score of 660, 12% higher than the norm for corporate branding category.

About Ace Metrix

Ace Metrix® is the new standard in television and video analytics, dedicated to delivering better, faster, and more cost-effective solutions for evaluating video advertising within competitive context. Through the Ace Metrix LIVE™ platform, companies can now access timely, actionable data wherever, whenever they need to, enabling real-time advertising campaign optimization. Combining leading edge technology and patent pending methodology, Ace Metrix is revolutionizing the way marketers measure themselves and their competitive landscape. The Company is privately held and is backed by leading venture capital firms and industry leaders including Hummer Winblad Venture Partners, Palomar Ventures, Leapfrog Ventures, and WPP.

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