Tools Replace Tech in this Year’s Holiday Ad Race, According to Ace Metrix
Craftsman and Sears Dominate Top Holiday TV Ads; List Devoid of Technology Ads
MOUNTAIN VIEW, Calif. -- December 20, 2012
Ace Metrix®, the new standard in television and video analytics, today
announced the top holiday ads of the year, a list led and dominated by
Craftsman and Sears, which together aired four of the top 15 holiday ads of
2012. The winning ad was for the Craftsman Max Access Locking Wrench,
achieving an Ace Score of 658, 29 percent above the retail category norm of
509. Notably absent from the list were the technology ads that led the 2011
holiday race won by Apple, and also featured Nintendo and Best Buy. This year,
leading the technology pack (though absent from the top ranking) was Samsung’s
“Santa Landing” ad with an Ace Score of 594.
“Tis the season for Sears,” said Peter Daboll, CEO of Ace Metrix. “Craftsman
‘manned up’ with a very detailed and effective portrayal of its products,
while Sears underscored the breadth of its offerings.”
Most Effective Holiday TV Ads of 2012*
Rank Brand Ad Title Ace
1 Craftsman Maximum 658
2 USPS Extra Pair of 645
3 Duracell Toys for Tots 628
4 JCPenney Spirit of Giving 627
5 Hallmark Christmas 621
5 Hallmark Just Tell Me 621
7 Old Navy Colorful 619
8 Philadelphia Holiday Favorite 616
9 Target Dream Big Magic 615
10 Pizza Hut Big vs. Huge 612
11 Craftsman Happy Men Love 611
11 Craftsman Bolt On Power 611
11 Dodge Brighter Season 611
11 Lowe's Remember the 611
11 Sears Wise Baby 611
*Definition: Ace Score is the measure of ad creative effectiveness based on
viewer reaction to national TV ads. Respondents are randomly selected and
representative of the U.S. TV viewing audience. The results are presented on a
scale of 1-950, which represents scoring on creative attributes such as
Relevance, Persuasion, Watchability, Information, Attention, etc. This list is
comprised of the highest scoring new television advertisements to have first
aired nationally during the 2012 holiday season and through 12.18.2012.
Santa Takes a Holiday; Brands Choose to Recycle
“Not one of the top scoring ads this year feature Santa Claus, while last year
the big guy starred prominently in the top 3 and was featured in 7 of the top
15,” said Peter Daboll, Ace Metrix CEO. “Interestingly, the brands that hired
Santa last year didn’t make the list this year, including Apple, Coca-Cola,
Macy’s, and Best Buy.”
Another trend this year is to recycle classic creative. “While new holiday ad
volume appears to be steady, many brands are recycling some of their seasonal
favorites. We have seen brands like Allstate, Audi, Campbell’s, Cheerios, and
Folgers airing holiday season classics several years old,” continued Daboll.
“Reddi-whip for example, recut several of their ads for this season. Their
‘Oil or Cream’ ad has increased 7 percent in overall effectiveness from its
original debut, both top quintile ads. The ability to achieve similar if not
increasing effectiveness scores calls into question conventional wisdom about
wear-out particularly when spaced over time.”
Retail ads weren’t the season’s only winners. Beleaguered USPS aired a single
holiday ad (Ace Score: 645) that ranked just behind the #1 Craftsman ad. No
other delivery service ad came close.
Duracell’s ad promoting its partnership with Hasbro to benefit Toys for Tots,
was the third most effective holiday ad of the season, with an Ace Score of
628. Missing from this year’s list was Coca-Cola, but its “Help Protect the
Polar Bear” cause ad did lead the list of non-alcoholic beverage ads this
season with a 590 Ace Score.
Philadelphia Cream Cheese was the single packaged food to appear in the Top
15, achieving an Ace Score of 616, while Pizza Hut’s “Big Vs. Huge” dinner box
ad was the only restaurant ad to rank among the top 15 with a score of 612.
Finally, Dodge’s “Big Finish” ad promoting its Charger, Challenger, and Dart
was represented in the Top 15 and as the #1 automotive holiday ad scoring a
Other Retail Winners
Ellen DeGeneres helped JCPenney achieve the 2nd highest scoring retail ad of
the holiday season (Ace Score 627), and Hallmark aired two separate ads in the
Top 15, each with Ace Scores of 621.
Old Navy’s ad for colorful pop pants achieved Top 15 status with an Ace Score
of 619, and Target’s magical “Dream Big” ad scored a 615, representing the
6^th most effective retail ad this holiday season.
Finally, of the two new holiday ads aired by Lowe’s this year, one ranked
within the Top 15, scoring a 611 matching scores with three of the Craftsman
and Sears ads, which showcased the Craftsman “Bolt On Power Tool System,”
happy men receiving Craftsman tools, and a baby luring his dad away from the
tool department to an earring display in Sears.
About Ace Metrix
Ace Metrix® is the new standard in television and video analytics, dedicated
to delivering better, faster, and more cost-effective solutions for evaluating
video advertising within competitive context. Through the Ace Metrix LIVE™
platform, companies can now access timely, actionable data wherever, whenever
they need to, enabling real-time advertising campaign optimization. Combining
leading edge technology and patent pending methodology, Ace Metrix is
revolutionizing the way marketers measure themselves and their competitive
landscape. The Company is privately held and is backed by leading venture
capital firms and industry leaders including Hummer Winblad Venture Partners,
Palomar Ventures, Leapfrog Ventures, and WPP.
Follow Ace Metrix on Twitter for sustained insight: @Ace_Metrix.
Note: Ace Metrix®, the Ace Metrix logo design, Ace Score®, and Creative
Lifecycle Management® are registered trademarks and Ace Metrix LIVE™ is a
trademark of Ace Metrix. Other trademarks are property of their respective
Michelle Robertson, 646-279-5775
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