Volkswagen Airs the Funniest Ad of the Year to Date, According to Ace Metrix

  Volkswagen Airs the Funniest Ad of the Year to Date, According to Ace Metrix

Business Wire

MOUNTAIN VIEW, Calif. -- October 24, 2013

Ace Metrix®, the new standard in television and video advertising analytics,
today announced the leading contenders for funniest ads of 2013, a list led by
Volkswagen’s “Choose Wisely” ad. The measure of funny is based on the Ace
Metrix Funny Index, an objective measure based on natural language processing
of verbatim consumer qualitative responses collected for every ad. Scores that
are above 100 are funnier than average; those that are below 100 are less
funny than average. Volkswagen’s top-scoring ad scored a 963 on the Funny
Index, making the ad more than nine times funnier than average.

“Humor is one of the leading devices in advertising, with 1 in 5 ads employing
it as a strategy. What our data has proven, however, is that funny does not
necessarily mean effective,” said Peter Daboll, CEO of Ace Metrix. “The
funniest ads of 2013 have managed to buck the trend – engaging humor while
still delivering on key Persuasion components, like Information, that are
needed to be truly effective.”

Volkswagen Settles into the Driver’s Seat of Funniest Ads of 2013

Several brands have a pair of ads on the top ten list, demonstrating their
ability to deliver funny ads consistently – and effectively. Volkswagen’s
“Choose Wisely” effort landed it at the top of the Funny heap and earned an
Ace Score above the 2013 category average. “Top Down Day,” which ranked 7^th
on the funny list, is Volkswagen’s most effective ad of the year,
outperforming all non-luxury auto ads this year by more than 20 percent.

Doritos, a brand known for its humorous Super Bowl ads, also earned two
places. K-Mart delivered a pair, noteworthy in that the ads are a departure
from the company’s 2012 strategy, in which the brand ranked 171^st on the
Funny Scale versus 10^th overall this year-to-date. In fact, 63 percent of
K-Mart’s ads have above-average Funny Scores this year vs. just 15 percent
last year. Not only did K-Mart produce a TV ad that went viral online (“Ship
My Pants”), but its lesser-known “The Easy Life” spot is the second funniest
ad year-to-date with a Funny Score of 920.

“K-Mart is another example of a brand that has used humor effectively,” Daboll
commented. “The infamous ‘Ship My Pants’ ad had amazing Information scores in
addition to being hilarious, which created an overall Ace Score of 598, which
is 18 percent above its category average.”

Table 1: Top 10 Funniest TV Ads, 2013 YTD

                                                                             Funny     Ace       Gap
Rank   Category      Brand         Ad Title       Air Date     Score   Score   to
1.     Non-Luxury    Volkswagen    Choose         2/11/2013    963     530     2.2%
         Auto                              Wisely
2.       Discount         K-Mart           The Easy          3/10/2013       920       507       0.4%
         Stores                            Life
3.       Chips            Doritos          Goat 4 Sale       2/3/2013        919       626       12.7%
4.       Snacks           Jack Links       Throws            5/14/2013       913       538       3.4%
                                           Woman In
5.       Chips            Doritos          Fashionista       2/3/2013        870       585       5.3%
6.       Discount         K-Mart           Ship My           4/12/2013       859       598       18.4%
         Stores                            Pants
7.       Non-Luxury       Volkswagen       Top Down          2/18/2013       847       623       20.2%
         Auto                              Day
8.       Beer             Corona           Hunting           4/24/2013       835       488       0.6%
9.       Credit           Capital          Tighty            3/6/2013        820       480       -1.9%
         Cards            One              Whities
10.      Television       DISH             Where Now?        6/7/2013        795       516       4.2%
         Services         Network

Reflects top 10 ads ranked by the Ace Metrix Funny Score based on all TV ads
scored between January 1, 2013 and October 2, 2013. Gap to Norm reflects
percentage outperformance or underperformance relative to the brand’s 2013
category norm.

For a deeper dive on the funniest ads and the funniest brands of the year,
visit our blog Creative Rules at

About the Funny Index

Ace Metrix applies advanced semantic processing algorithms to qualify and
quantify the level of humor associated with each ad, generating a “Funny
Index”. The Funny Index is a unique and objective metric that enables
marketers and researchers to easily compare the relative funniness of ads
across the dataset. Scores that are above 100 are funnier than average; those
that are below 100 are less funny than average. An ad with a Funny Index of
250 is considered two and a half times funnier than the average ad.

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®, Ace Metrix LIVE®
and Creative Lifecycle Management® are registered trademarks of Ace Metrix,
Inc. Other trademarks are property of their respective owners.


for Ace Metrix
Michelle Robertson, 646-279-5775
Press spacebar to pause and continue. Press esc to stop.