Ace Metrix has released its latest quarterly report of the top 10 TV ads, this time sorting them by effectiveness relative to their category’s average, noting that some categories such as appliances, QSR and mobile tend to do better than others such as alcohol, personal care and finance. AT&T Wireless took top honors on the new scale, outperforming the 12-month telecom services category norm by 23.9% with its “Whatever-Proof” spot. Cleaning brand Dawn may have put forth the best performance of the quarter, though.
Dawn’s “Saving Animals From Oil Spills” achieved an Ace Score of 685, putting it 20.6% above its category norm, good for 6th on the list of most effective ads. More notably, it had the highest Ace Score of any of the almost 1,400 ads measured. It’s worth noting that a recent study by Unruly of the most viral branded videos recommended that brands steer clear of attempts at humor – and that the Dawn’s philanthropic ad avoided humor altogether. (Ace Metrix has previously shown that humor and purchase intent tend to be unrelated.) Read the rest at MarketingCharts.