Hyundai Airs Most Effective Ad of the Oscars, Says Ace Metrix

  Hyundai Airs Most Effective Ad of the Oscars, Says Ace Metrix

  Advertisers Fail to Wow Consumers as Top Ads Score Nearly 10 Percent Lower
                                  than 2012

Business Wire

MOUNTAIN VIEW, Calif. -- February 28, 2013

Ace Metrix®, the new standard in television and video analytics, today
revealed the most effective ads of the Academy Awards, a list led by Korean
automaker Hyundai for its Super Bowl “Stuck” ad (Ace Score of 611). Hyundai
ran seven ads in total following their big Super Bowl splash, breaking five
new ads for the Oscars, none of which achieved the same success of older ads
like “Stuck” and “People Running Out of Batteries” (Ace Score 547). Overall,
ads during 2013 failed to impress consumers like the 2012 event, an Oscars
dominated by technology brands and led by Samsung who this year aired six
pieces of its “Unicorn Apocalypse” campaign, the highest scoring of which
(“The Launch”: Ace Score 541) failed to break into the Top 10.

“Hyundai’s aggressive moves so far in 2013 make it one to watch this year, and
the battle between Samsung and Apple, which was so hot in 2012, seems to have
waned in the new year,” said Peter Daboll, CEO of Ace Metrix. “Only three of
the top 10 ads this Oscars were new ads produced expressly for the awards
show—interesting because 23 of the 40 ads aired during the Oscars were new,
indicating that many advertisers won by using some of their ‘tried and true’
material to make a splash in this important advertising event.”

Most Effective Ads of the Academy Awards 2013*

Rank   Brand              Ad Title                           Ace Score
1      Hyundai            Stuck (Super Bowl 13)              611
2      Sprint             Unlimited Life                     603
3      Coca-Cola          Be OK                              592
4      McDonald's         Luck Has It (Oscars)               581
5      JCPenney           Dear America (Oscars)              573
6      Bailey's           Bailey's Pour Spectacular          552
7      Coldwell Banker    We Believe                         551
8      Grey Poupon        An Action Story (Oscars)           549
9      Hyundai            People Running Out of Batteries    547
10     MetLife            Too Low                            542

*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
Persuasion, Relevance, Information, Attention, Change, Desire and
Watchability. The list above reflects the ten most effective ads to air during
the Academy Awards, February 24, 2013.

Top New Ads of the Oscars

McDonald’s “Luck Has It” ad was the most effective new ad to air during the
Oscars (Ace Score 581) followed closely by JCPenney’s new “Dear America” ad
(Ace Score 573). The rest of JCPenney’s new ads for the Oscars drew lower
scores (Average Ace Score for the four ads: 474) than its 2012 campaign
featuring Ellen DeGeneres (2012 Average Ace Score for JCPenney: 580). In
addition, Grey Poupon’s new ad (“An Action Story”) also broke into the top 10
with an Ace Score of 549. “Bailey’s Pour Spectacular” earned a place on the
top 10 list with an Ace Score of 552, but debuted a day earlier.

Tried and True

Sprint’s “Unlimited Life” ad was the second most effective ad of the Oscars
(Ace Score 603). The ad, which originally broke in September 2012, is the
second most effective telecomm ad in the last 12 months.

Coca-Cola aired four ads during this Oscars. Its “Be OK” ad (Ace Score 592),
which originally broke in January, was the most successful of the four and the
3^rd most effective ad of the Oscars, followed by its 2012 Oscars re-run
“Hollywood” (Ace Score 533). The “Sneak Peak” Diet Coke US debut on Oscars
night failed to wow audiences with an Ace Score of 525.

Coldwell Banker’s “We Believe” ad, which originally broke in February,
squeezed into the Top 10 with an Ace Score of 551 and MetLife’s Charlie Brown
and Lucy classic, which also ran in the Oscars in 2012, rounds out the list
with an Ace Score of 542.

Technical Glitch

Samsung, the overall top technology brand of 2012 (Average Ace Score 621),
failed to make a splash at this year’s Oscars—a stark comparison to its
performance last year. Of the six ads it aired during the Awards, “The Launch”
was its top-scoring ad (Ace Score 541). This compares to its top-ranking 2012
Oscars ads “Best of a Phone and Tablet” ad (Ace Score 686), which introduced
the Galaxy Note, and its “Taking Over” ad (Ace Score 665), which featured its
SmarTV. By comparison, Apple’s “Alive” and “Movies at Hand” ads scored fairly
low for the brand, with Ace Scores of 539 and 531, respectively.

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


for Ace Metrix
Michelle Robertson, 646-279-5775
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