Table - The 10 Funniest TV Ads, January 1 - October 2, 2013

Humorous advertising tends to resonate with consumers around the world, per recent research from Nielsen, although a study released last year by Ace Metrix found little correlation between humor and effectiveness when it comes to TV ads, and Unruly cautions that trying to be funny isn’t always the best option when chasing video virality. Nevertheless, new data from Ace Metrix reveals that about 1 in 5 ads can be identified as “funny.” Which ads aired on TV so far this year have been the funniest?

The Ace Metrix “Funny Index” allows a comparison of the relative funniness of ads across the dataset through a unique and objective method that determines how many viewers find an ad funny. The resulting “Funny Scores” rate ads on an index: those that are above 100 are funnier than average; those that are below 100 are less funny than average.

The top scorer so far this year (from January 1st through October 2nd) is Volkswagen’s “Choose Wisely,” with a score of 963, meaning that its almost 10 times funnier than the average ad. Volkswagen also makes another appearance in the top 10, with its “Top Down Day” taking the 7th spot with a score of 847. Read the rest at MarketingCharts.