TV continues to be a particularly influential advertising medium, by far the largest in the US. Which brands managed to outperform their competitors in this key medium last year? Ace Metrix has released its list of the brands that aired the most effective ads in relation to their competition – giving top honors overall to Google. Google was named “Brand of the Year” and also aired the most effective commercial of the year, its Zeitgeist-themed “Here’s to 2013.”
The Google ad registered an Ace Score of 663, outperforming the other ads in its category (Technology – Software & Websites) by 46%. That was the largest disparity of any single ad in relation to a qualifying category.
(The Ace Score is a measure of ad effectiveness based on viewer reaction to national TV ads. The results are presented on a scale of 1-950, aggregating scores on attributes such as persuasion, relevance, information, attention, change, desire, and watchability.) Read the rest at MarketingCharts.