Post-Game Huddle - A look at 2014 Super Bowl advertising
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Post-Game Huddle - A look at 2014 Super Bowl advertising

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This presentation is an inside look into the data behind the 2014 Super Bowl ads. This presentation is given by Jonathan Symonds, Marketing EVP at Ace Metrix. To listen to a live version of the ...

This presentation is an inside look into the data behind the 2014 Super Bowl ads. This presentation is given by Jonathan Symonds, Marketing EVP at Ace Metrix. To listen to a live version of the webinar, visit this link: http://www.youtube.com/watch?v=vnw13VmkQDY

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  • Greetings! And thank you for your interest in our Post Game Huddle.
  • At Ace Metrix, we score every national television ad, every day of the year – across 93 categories, around 1,200 brands to the tune of about 6,500 ads per year. Our scores is based on a range of 1 – 950 and is comprised of six components of Persuasion (Attention, Likeability, Information, Change, Desire, & Relevance) and is then discounted by Watchability – because in reality an ad is only Persuasive to the extent that it will be watched. Our scores are presented against a rolling 90 category norm – and we have norms for each component as well as norms at the industry and brand level. Our survey is based on a syndicated model so that the information collected for an ad is highly comparable to the other ads we score for a category and across categories. Surveys include up to six ads in a flight with the ads and questions randomized. Respondents use a slider on a 100 point scale. Respondents watch and ad and score an ad, them proceed to the next ad in the flight - capturing the pure response to an ad. We also score the ad as close to debut as possible. We include an optional verbatim question that solicits anything the respondent wants to say to the advertiser. This question provides us the qualitative data that generally gets to the “why” an ad scored the way it did. We typically see about 55% participation on this optional question. Each ad is scored by a minimum of 500 unique respondents, weighted against the US census for age, gender and income. We employ a 14 day lockout to eliminate professional test takers and have a number of technological elements in place to protect against bots, panelist rushing through or tuning away from the survey, etc. We use a variety of panel providers to source our sample and those providers use different incentives. The current 90 day rolling cross-category norm in the Ace Metrix LIVE platform is 549.
  • Some have called this year’s Super Bowl “boring” – lacking risks. While the data supports that, it’s not for the reasons you may think. Marketers are getting more savvy about how to deal with such a big stage. There are risks a plenty, but they are calculated. There was no GoDaddy moment in this year’s game – even from GoDaddy. There were no “social scripts” or “choose your ending” head scratchers. Marketers managed risk more effectively – and that is notable. This year’s installment was the least funny in years – not for lack of trying, but because marketers were willing to integrate humor into the message as opposed to having it dominate. Again, managing risk, not avoiding it. Others have noted that his was a “sappy” Super Bowl. We don’t buy that angle – we saw it as inspiring and given to storytelling. The data supports that view, reflected in the length of the content in the emotional scores and in the Ace Scores of the creative. Finally, it has been written that this Super Bowl was more creatively diverse, both in approach and in message content, than other Super Bowls. We grant that characterization as a fair one. This year saw humor, storytelling, inspiration, emotion, animals, nostalgia, slapstick, puppets, celebrities and franchise characters and was just in the top ten ads. This year also saw controversy – but for brand boldness, not the usual brand stupidity.
  • Humor is the device of many advertisers in the Super Bowl. Each year approximately 2/3’s of the ads incorporate humor and this year was no different from that respect. The average Ace Score for humor was just at the Super Bowl norm – which is also consistent with our findings on Funny in advertising. (Download the whitepaper “Is Funny Enough?” at http://www.acemetrix.com/spotlights/insights/)The use of celebrities was up about 10% from last year and yet, again, consistent with our larger research, ads with celebrities in general underperform those without celebrities. Now, there is no systematic bias against celebrities, but they seem to be cryptonite for good creative. Ads with kids and babies led this year’s league the the highest average Ace Score – and were present in many of the top ads including Microsoft, Hyundai and Doritos.
  • Humor was definitely present this year and at the same overall proportion as in previous years however, this year’s set of funny ads were 19% less funny than years prior. We use text analytics applied to the verbatim responses collected for each ad to determine how “funny” consumers found the ad. The scores are indexed to 100. This year, the data tells us and you can see just by watching the ads, that brands used a safer approach to humor, vying for the relatable chuckle rather than polarizing risks. Again this speaks to managed risks. Most of brands advertising in the Super Bowl are well established. (This year’s brand new comers included Weather Tech, Squarespace and GoldieBlox.) The established brands have a greater opportunity to lose than they do to win. With social media and all of the platforms available for consumers, the press, and competitors to instantly scrutinize a brand for their ads, brands have to be more aware of the risks of pushing the envelope and offending any part of the audience.
  • The Super Bowl is a unique environment with more 108 million viewers, nearing 50% women and a substantially more affluent audience than any other event. This presents an incredibly unique platform for advertisers. Nearly 50% of the audience tune in JUST to watch the ads. This audience doesn’t skip the ads and they watch the game in realtime. Add to that the nature of today’s media cycle, social media and digital channels, and your 30 seconds of air time becomes two weeks, minimum, of non-stop coverage – or even longer if you play your cards right. That was the opportunity in front of every advertiser when the slots sold out months ago. What happened after that is the execution. Execution is where the ROI-rubber hits the road. For some advertisers, it was an exhilarating sprint to the game, filled with accolades and buzz. For others, it was a nail biting experience filled with self-doubt and anxiety. We’ve seen a trend toward longer spots forming over the past few years – with 42% of ads running a minute or longer. To set that into context, of the 6,500 new spots we score each year, only 5% are :60 or longer.Brands are embracing story-telling and emotional narratives, which require longer-format spots. And these longer spots tend to score higher given the ability that the brand has to form that story and connect with the consumer. Thus, the Emotional Sentiment index has increased from 43 to 53 this year.
  • Before getting into this year’s top ads – let’s look at the #1 ads from the past 5 Super Bowls. Budweiser and Doritos have consistent appearances in the top ads lists including two #1 spots each. 2012 was the only year where we’ve seen a tie for first – with Doritos sharing it’s glory with the introduction of M&M’s Ms. Brown. This year’s surprise entry from Microsoft is also the highest scoring of the bunch.
  • For reference – these are the top 10 most effective ads of the Super Bowl. These and all of the Super Bowl ads since 2010 can be watched top to bottom at acemetrix.com/spotlights.
  • Microsoft was a shock to us honestly. The advertiser had not shown up on our radar until very late in the preparation period and we hardly expected such a masterful piece. First of all, it’s the second spot in our history to break 700. The ad had incredibly broad demographic appeal – helped out by it’s montage. The piece eloquently delivered a message of technology empowering people to overcome challenges – but did so in a positive, feel-good way that was inspired and inspiring. The narration from Steven Gleason was heartfelt and confident – and the ad included subtle message integration of Kinect, Surface, Windows and Skype.
  • It was almost unfair of Budweiser to pair a Labrador puppy with the Clydesdale – it’s as if the folks were sitting around the table saying “what’s cuter than a baby Clydesdale?....a puppy!” “Brotherhood” killed it last year – taking the top spot at 665 and this ad topped that score at 681 – tying for second place with Hyundai. This is another indication of how powerful the creative at the top really was. The Emotion score of 83 was the highest of the Super Bowl ads and is up there among the top for our entire database. Likeability and Attention are again the key combination for Super Bowl ads – and this ad boasts scores well into the 800s, an extremely rare event. The ad has incredibly broad appeal and while it skews female, men are right up there in the 600s.
  • On this slide we’ve added the Beer drinker chart to look at how the ad scored with the real targets. You can see in the yellow, even folks who haven’t had a beer in the last month scored the ad a hearty 619. It’s worth noting how wise it is for Budweiser to use this enormous audience that is the Super Bowl to do some more general brand building since more than 30% of the population doesn’t drink alcohol and many are tuned into the game.
  • Speaking of Budweiser and their majestic franchise character…The Clydesdales have been basically reserved for the Super Bowl and 9/11 ads. Over the years, we’ve seen how the Clydesdales perform when they play the feature role versus a cameo. Clydesdales on the whole perform above the Super Bowl average each year and well above the average when they are the feature - as they did this year. Budweiser product spots, such as Bud Light tend to fall below the game day norm basically due to the narrower beer drinking audience and shorter spots. The brand spots are typically :60 or longer and are intending to tell a story.
  • And that story has been traditionally an emotional one. This year’s “Puppy Love” topping the charts with an Emotional Sentiment Index of 83 and their second branding ad “Hero’s Welcome”, pulling a 75. All of these spots run into the higher positive range on the index and nearly doubles the Overall Emotional average (47) and strongly beat the Budweiser brand average of 57.
  • Hyundai’s ad was the most effective ad this year to employ humor – but the gentle, family-friendly kind we talked about earlier. The spot entertained with a set relatable parenting scenes that almost disguised the product demonstration that was so effectively delivered. We can see from the word “safety” in the word cloud that the message really came through and better still the brand “Hyundai” and product “Genesis” did as well. This ad also boasts strong Likeability and Attention but also Change, and Relevance and Desire.
  • Coming in at number 4, Radio Shack, which was a bit of a surprise to this crew. Radio Shack is not a frequent advertiser and to be honest, we hadn’t expected greatness. However, the ad pounced on the scene with an entertaining spot that featured a nostalgic blast from the 80s as a means to announce the intended brand transformation. Another “funny” spot that you won’t see on the list of “Funniest” – but got a fair Funny Index at 455 – that’s about 4.5 times funnier than the average ad. The component score to note here – aside from its high Likeability and Attention is Change. The Change score is the highest of the game ads and surely what Radio Shack was looking for in announcing their new store look. The Emotional Sentiment score of 63 is quite high but considering the nostalgic theme, not surprising.
  • Another powerful ad from Budweiser, who’s ability to connect the brand with the cause is a defining characteristic of the ad. Females 36 – 50+ scored the ad the highest but again, broad demographic appeal is what pulled this ad a 675 – still considerably higher than last year’s tear jerker “Brotherhood” (Ace Score 665)
  • This is a bit of an upset for Doritos who have stood boldly with one if not two ads among the top 5 most effective for the last 5 years. This year only one of the two spots made it into the top 10 – and that’s not because these weren’t great ads, but rather another reflection of the strength of the ad set.
  • These guys have a great model that we certainly stand behind. Doritos essentially PRE tests their ads with America airing the very best creative they have on game day. In fact, we have correctly predicted which of their spots would air every year because the Ace Scores have aligned with the voting. Doritos reserves the right to select the ad they want to run versus the top two – and in 2013 chose to run a different spot. We took the opportunity to engage Doritos just before the game and make our prediction publically – and it turns out we were right again.
  • This is an ad that rode the brand to success. No additives, no fillers – just pure goodness for Heinz. This ad is also the poster child for the twin pillars of Likeability and Attention and while it’s light on Information, the brand doesn’t need to deliver much besides a gentle reminder.
  • Like the Heinz ad, the M&Ms brand can carry the creative pretty far. This ad is also a little light on Information but the story grabbed viewers and didn’t let them go. We ask an optional verbatim question at the end that tends to drive about 50% of the 500+ respondents to leave a comment. This ad however, drew 409 comments – which may just be a record.
  • Another strong Likeability and Attention story but as noted in the word cloud – even celebrities made of cloth and fur can be victims of the polarity problem. While many enjoyed the muppets, others found it a confusing element of the ad, and luckily for Terry Crews, Interestingly the seven passengers seems to appeal to a younger crowd. The ad is a big improvement over last year’s KaleyCuoco “Wish” campaign.
  • Interestingly the gen-pop score for this ad out-pointed the augmented, high income score. While some found it boring and long most enjoyed the ride. What marks this ad is the Desire score – while Relevance and Information fell a bit short because, let’s face it, the Jaguar is but a fantasy for many. This ad did make use of celebrities but succeeded despite them because the celebs were used as characters, playing a role and in fact, were not recognized aside from being “actors”.
  • Stack up nicely-Components- Chobani wins with Attention, Information and LikeabilityFunny- Oikos winsDeciding Factor: Men- Chobani wins
  • Stack up nicely-Components- Chobani wins with Attention, Information and LikeabilityFunny- Oikos winsDeciding Factor: Men- Chobani wins
  • 26% used the word “funny” and another 7% called it “hilarious”, confusion for what and whom the ad was for – many appalled by the “weird”, “repulsive” and “sick humor”. High income- above SB and Lux avg.

Transcript

  • 1. 2014 Post Game Huddle Super Bowl XLVIII FEBRUARY 2014
  • 2. Agenda 1. 2. 3. 4. 5. 6. 7. 8. 9. Methodology & Super Bowl by the Numbers Best & Worst Brand Spotlight Social Distortion Brand Showdowns Patriotism & Inspiration Automotive Celebrities Funny Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 2
  • 3. Methodology Primer Scoring Survey Sample • Ace Score ranges from 1-950 • Ace Score comprised of Persuasion and Watchability • Persuasion comprised of Attention, Likeability, Information, Change, Desire & Relevance • All scores presented against rolling 90 day category norms • Every survey is exactly the same • Up to six ads in a ―flight‖ • Both ads & questions are randomized • Respondents use a slider on a 100 point scale • Verbatim question is optional but gets ~55% participation • Ads scored as close to debut as possible • 500+ respondents for every ad • Sample weighted against US Census for Age, Gender, Income • 14 day lockout to eliminate professional test takers • Compensation/incentives differ across panel providers Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 3
  • 4. 2014 Was the Most Effective SB in Recent Years • Average Ace Score of Super Bowl Ads by Year 575 580 570 560 549 550 552 • 552 Avg. Ace Score was 575 -- up +23 pts. compared to each of the past two years Both the floor and the ceiling were raised: • 540 530 520 518 • 510 500 490 • 480 2010 Presentation Title acemetrix.com 2011 2012 2013 2014 Ace Metrix Proprietary & Confidential Max: 710 (Microsoft) – 2nd highest score in our database Min: 432 (GoDaddy) – +70 pts. higher than last year’s min. (Calvin Klein) Encompasses whistle-to-whistle coverage of 53 ads this year 4
  • 5. Humor is the Go-To, But Kids & Babies = Effective Percent of Super Bowl Ads by Type of Content 2014 Humor 574 Social 576 Celebrity 560 Animals 584 Children / Babies 590 Sexy 536 • 64% 55% • 42% 25% • 23% • 9% Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential Humor was used in nearly 2/3’s of all ads – consistent with the average over the past 5 yrs. The avg. Ace Score among humorous ads (574) was no more effective than the overall avg. (575) Ads with kids and babies led the league: 590 avg. Celebrity and Sexy underperformed 5
  • 6. LOL? – Not Like You Usually Do • Funny Index of Super Bowl Ads 340 • 318 Funny Index 320 300 Super Bowl ads in 2014 were 19% less funny than in 2013 292 • But they’re still pretty funny – the average ad is indexed to 100 Brands used a safer approach to humor this year, vying for the relatable chuckle rather than polarizing risks Ace Metrix Proprietary & Confidential 6 down 19% yr./yr. 284 • And 10% less funny than the fouryear average 280 259 260 240 220 200 2011 Presentation Title acemetrix.com 2012 2013 2014
  • 7. Does It Feel Like the Ads Are Getting Longer? 100% 100% 90% 90% 80% 80% • Ad Mix by Duration Super Bowl ads Super Bowl ads and Non-Super Bowl ads 95% 95% 94% 95% 94% Non-Super Bowl 0:45 or shorter 82% 80% • 70% 70% Super Bowl 0:45 or shorter 60% 60% 69% 70% 58% 50% 50% 42% Super Bowl 0:60 or longer 40% 40% 30% 30% 20% 20% 18% 31% 20% 5% 5% 6% 5% 2010 2010 10% 10% • 30% 2011 2011 2012 2012 2013 2013 Non-Super Bowl 0:60 or longer 6% 42% of this year’s ads were 60 seconds or longer, up from ~30% each of the past 2 years The average Emotional Sentiment Index was 53 in 2014, up from 43 in 2013 Longer ads tend to score higher – contributing to this year’s increase in overall ad effectiveness 0% 0% Presentation Title acemetrix.com 2014 2014 Ace Metrix Proprietary & Confidential 7
  • 8. Top Dogs of Recent Super Bowls 2010 2011 2012 2013 2014 626 662 671 665 710 Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 8
  • 9. The Best Highest Scoring Ads of the Game
  • 10. Top Ace Scores Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 10
  • 11. #1 Microsoft- ―Empowering‖ Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 11
  • 12. #2 Budweiser- ―Puppy Love‖ #2 - Tied with Hyundai’s “Dad’s Sixth Sense” Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 12
  • 13. #2 Budweiser- ―Puppy Love‖ #2 - Tied with Hyundai’s “Dad’s Sixth Sense” Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 13
  • 14. Clydesdale Power Powered by Clydesdales 650 Avg. Ace Score of Anheuser-Busch Super Bowl Ads With Animals and Without Animals 2010-2014 600 589 577 All SB ads 550 555 549 518 500 499 618 577 563 552 575 552 All Anheuser-Busch ads 538 513 506 515 2013 Feature Role Cameo Feature Role Cameo Cameo Feature Role Feature Role 2014 482 477 450 473 442 400 2010 2011 Presentation Title acemetrix.com 2012 Ace Metrix Proprietary & Confidential 14
  • 15. Towering Emotional Connection Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 15
  • 16. #2 Hyundai ―Dad’s Sixth Sense‖ #2 - Tied with Budweiser’s Puppy Love Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 16
  • 17. #4 RadioShack- ―Good Bye 80s‖ Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 17
  • 18. #5 Budweiser- ―Hero’s Welcome‖ Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 18
  • 19. #6 Doritos- ―Cowboy Kid‖ Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 19
  • 20. Doritos- America May Have Voted but We Predicted the Winners 2014 Presentation Title acemetrix.com 2013 Ace Metrix Proprietary & Confidential 2012 20
  • 21. #7 Heinz- ―Happy and You Know It‖ Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 21
  • 22. #8 M&M’s ―Delivery‖ Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 22
  • 23. #9 Toyota- ―Joy Ride‖ Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 23
  • 24. #10 Jaguar ―Rendezvous‖ Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 24
  • 25. Brand Spotlight TMobile
  • 26. Tebow Twosome Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 26
  • 27. T-Mobile Text One Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 27
  • 28. Social Distortion
  • 29. Cheerios- ―Gracie‖ Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 29
  • 30. Coke- ―America‖ Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 30
  • 31. GoldieBlox- ―Bring The Toys‖ Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 31
  • 32. GoldieBlox Longform- ―Princess Machine‖ Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 32
  • 33. The Worst Lowest Scoring Ads of the Game
  • 34. GoDaddy.com- ―Bodybuilder‖ Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 34
  • 35. GoDaddy ―I Quit‖ Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 35
  • 36. Squarespace ―A Better Web Awaits‖ Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 36
  • 37. Context is Key for Bud Light’s ―Epic Night‖ Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 37
  • 38. Bud Light- ―Epic Night Continued‖ Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 38
  • 39. Brand Showdowns
  • 40. Microsoft’s Almost Competition Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 40
  • 41. Microsoft’s Almost Competition Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 41
  • 42. Dannon Oikos vs. Chobani Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 42
  • 43. Dannon Oikos vs. Chobani Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 43
  • 44. M&Ms vs. Butterfinger Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 44
  • 45. M&Ms vs. Butterfinger Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 45
  • 46. Beats Music vs. GoPro Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 46
  • 47. Beats Music vs. GoPro Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 47
  • 48. Patriotism & Inspiration
  • 49. Spots Looked to Inspire America • Heroes/Inspiration/Patriotism was a powerful force • Those tags produced an average score of 584 vs. 575 and ESI of 62 vs. 53 Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 49
  • 50. Automotive Contact: Toula Thomas for an Automotive Bowl tthomas@acemetrix.com
  • 51. Automotive Tops In Ad Volume Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 51
  • 52. Chrysler- ―Made Here‖ Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 52
  • 53. Maserati ―Fire‖ Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 53
  • 54. Volkswagen- ―Wings‖ Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 54
  • 55. Celebrities
  • 56. Celebrities Consistently Underperform in Super Bowl • • • Clever and creative use of celebrities in advertisements can be effective given the right context Celebrities are often polarizing - even within demographic targets Celebrity ads scored lower on key dimensions of ―Relevance,‖ ―Desire,‖ and ―Information‖— key elements of ad persuasion Year Celeb Average Difference 2014 575 560 -15 2013 552 527 -25 2012 552 546 -6 2011 548 527 -21 2010 Presentation Title acemetrix.com Average 515 468 -47 Ace Metrix Proprietary & Confidential 56
  • 57. Funny
  • 58. Top Funny Ads Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 58
  • 59. Top and Bottom Scores by Component
  • 60. Attention Top and Bottom ―It Got My Attention‖ Bottom Top Brand Ad Title Attenti on Brand Ad Title Attenti on Budweiser Budweiser Toyota Microsoft Corporate Promotions Radio Shack Chobani Jaguar Doritos Volkswagen Audi (SB 14) Puppy Love (SB 14) Hero's Welcome (SB 14) Joy Ride (SB 14) Empowering (SB 14) Good Bye '80s (SB 14) Bear (SB 14) Rendezvous (SB 14) Cowboy Kid (SB 14) Wings (SB 14) Doberhuahua 833 787 776 770 760 759 754 750 743 738 Jeep Axe Deodorant T-Mobile Wireless GoDaddy.com GoldieBlox Carmax Bud Light Wonderful Pistachios GoDaddy.com Sprint (SB 14) Restless (SB 14) Peace :30 (SB 14) Breakup (SB 14) Bodybuilder (SB 14) Bring The Toys (SB 14) Slow Clap :30 (SB 14) Epic Night (SB 14) Stephen Colbert Part 1 (SB 14) I Quit (SB 14) The Framily Plan 638 637 636 627 621 611 605 603 588 584 Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 60
  • 61. Likeability Top and Bottom ―I like this ad‖ Bottom Top Brand Ad Title Likeabil ity Brand Ad Title Likeabil ity Budweiser Budweiser Microsoft Corporate Promotions Toyota Radio Shack Doritos Hyundai Luxury Auto Doritos M&M's Jaguar (SB 14) Puppy Love (SB 14) Hero's Welcome (SB 14) Empowering (SB 14) Joy Ride (SB 14) Good Bye '80s (SB 14) Cowboy Kid (SB 14) Dad's Sixth Sense (SB 14) Time Machine (SB 14) Delivery (SB 14) Rendezvous 821 781 777 758 742 737 734 723 716 715 Wonderful Pistachios Axe Deodorant Sprint Carmax GoldieBlox Maserati Bud Light GoDaddy.com Squarespace GoDaddy.com (SB 14) Stephen Colbert Part 1 (SB 14) Peace :30 (SB 14) The Framily Plan (SB 14) Slow Clap :30 (SB 14) Bring The Toys (SB 14) Fire (SB 14) Epic Night (SB 14) I Quit (SB 14) A Better Web Awaits (SB 14) Bodybuilder 594 588 583 574 572 569 565 560 553 522 Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 61
  • 62. Information Top and Bottom ―I learned something‖ Bottom Top Brand Ad Title Informa tion Brand Ad Title Informa tion Microsoft Corporate Promotions Hyundai Luxury Auto T-Mobile Wireless WeatherTech Radio Shack Subway Sonos Chevrolet Beats Audio Budweiser (SB 14) Empowering (SB 14) Dad's Sixth Sense (SB 14) Breakup (SB 14) You Can't Do That (SB 14) Good Bye '80s (SB 14) Fritos On Top (SB 14) Fill Your Home (SB 14) Life (SB 14) The Right Music :60 (SB 14) Hero's Welcome 721 687 658 651 648 644 641 639 633 628 H&M Audi Pepsi GoldieBlox Wonderful Pistachios Carmax Wonderful Pistachios Bud Light Bud Light GoDaddy.com (SB 14) Uncovered (SB 14) Doberhuahua (SB 14) Get Hyped For Halftime (SB 14) Bring The Toys (SB 14) Stephen Colbert Part 1 (SB 14) Slow Clap :30 (SB 14) Stephen Colbert Part 2 (SB 14) Epic Night (SB 14) Epic Night Continued (SB 14) Bodybuilder 511 507 506 506 502 485 477 469 467 467 Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 62
  • 63. Desire Top and Bottom ―I want that!‖ Bottom Top Brand Ad Title Desire Brand Ad Title Desire M&M's Microsoft Corporate Promotions Jaguar Doritos Hyundai Luxury Auto Heinz Sonos Doritos Budweiser Budweiser (SB 14) Delivery (SB 14) Empowering (SB 14) Rendezvous (SB 14) Cowboy Kid (SB 14) Dad's Sixth Sense (SB 14) Happy and You Know It (SB 14) Fill Your Home (SB 14) Time Machine (SB 14) Hero's Welcome (SB 14) Puppy Love 679 678 663 662 657 654 651 646 634 631 H&M Bud Light Carmax Axe Deodorant Sprint Bud Light GoDaddy.com Squarespace GoldieBlox GoDaddy.com (SB 14) Uncovered (SB 14) Epic Night Continued (SB 14) Slow Clap :30 (SB 14) Peace :30 (SB 14) The Framily Plan (SB 14) Epic Night (SB 14) I Quit (SB 14) A Better Web Awaits (SB 14) Bring The Toys (SB 14) Bodybuilder 519 511 504 495 493 477 475 456 436 423 Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 63
  • 64. Relevance Top and Bottom ―I can relate to its message‖ Bottom Top Brand Ad Title Releva nce Brand Ad Title Releva nce Microsoft Corporate Promotions Budweiser Heinz Budweiser Radio Shack Hyundai Luxury Auto Doritos Chrysler Coca-Cola Honda (SB 14) Empowering (SB 14) Puppy Love (SB 14) Happy and You Know It (SB 14) Hero's Welcome (SB 14) Good Bye '80s (SB 14) Dad's Sixth Sense (SB 14) Cowboy Kid (SB 14) Made Here (SB 14) America (SB 14) Hug Fest 676 676 667 661 656 655 645 642 637 632 Bank of America Banking Carmax GoPro Wonderful Pistachios H&M Maserati Bud Light GoldieBlox Bud Light GoDaddy.com (SB 14) U2 Invisible (SB 14) Slow Clap :30 (SB 14) Red Bull Stratos (SB 14) Stephen Colbert Part 2 (SB 14) Uncovered (SB 14) Fire (SB 14) Epic Night (SB 14) Bring The Toys (SB 14) Epic Night Continued (SB 14) Bodybuilder 526 518 513 512 499 488 480 477 475 427 Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 64
  • 65. Change Top and Bottom ―I sense this company is moving in a new direction‖ Bottom Top Brand Ad Title Change Brand Ad Title Change Radio Shack Microsoft Corporate Promotions Hyundai Luxury Auto Kia Budweiser Jaguar WeatherTech Chrysler Sonos Budweiser (SB 14) Good Bye '80s (SB 14) Empowering (SB 14) Dad's Sixth Sense (SB 14) The Truth (SB 14) Hero's Welcome (SB 14) Rendezvous (SB 14) You Can't Do That (SB 14) Made Here (SB 14) Fill Your Home (SB 14) Puppy Love 739 738 715 693 687 682 674 666 664 663 Wonderful Pistachios Bank of America Banking GoldieBlox GoDaddy.com Carmax Squarespace Bud Light Wonderful Pistachios Bud Light GoDaddy.com (SB 14) Stephen Colbert Part 2 (SB 14) U2 Invisible (SB 14) Bring The Toys (SB 14) I Quit (SB 14) Slow Clap :30 (SB 14) A Better Web Awaits (SB 14) Epic Night Continued (SB 14) Stephen Colbert Part 1 (SB 14) Epic Night (SB 14) Bodybuilder 582 580 566 561 561 558 555 554 539 529 Presentation Title acemetrix.com Ace Metrix Proprietary & Confidential 65
  • 66. creative@acemetrix.com