Ace Metrix has released its latest quarterly report of the most effective TV ads, sorting them by overall Ace Score and effectiveness relative to their category’s average. Guinness took top billing on the scale of relative effectiveness, outperforming the beer category average by 28.8% with its 60-second “Friendship” spot. A consistent theme across the most effective ads this past quarter was “delivering the unexpected,” according to the researchers.
One spot which didn’t deliver the unexpected but did deliver the results was Dawn’s “Saving Wild Life,” which earned the highest overall Ace Score for the quarter, of 646. (Ace Scores are presented on a scale of 1-950, which represents scoring on creative attributes such as Persuasion, Likeability, Information, Attention, Change, Relevance, Desire and Watchability.) Read the rest at MarketingCharts.