Ace Metrix Awards Medals to P&G and United as Most Effective Winter Olympic Sponsors Chronicling the Path of an Olympian from Childhood and Strong Parenting Messages Lead the List of Top Ads Business Wire MOUNTAIN VIEW, Calif. -- February 26, 2014 Ace Metrix®, the new standard in television and video advertising analytics, today announced the top performing Winter Olympic brands and ads from advertising sponsors of the Sochi Games. Procter & Gamble was named the most effective Olympic Sponsor to advertise during the Games in terms of overall ad effectiveness for both its corporate branding efforts, which earned Gold, and several of its individual brands, including Febreze which earned the Silver. United Airlines took the Bronze for a series of Olympian-packed Team USA ads. “The Olympics is one of a handful of epic stages for global marketers to engage with a broad, highly attentive audience and to make a lasting impression,” said Peter Daboll, CEO of Ace Metrix. “In our analysis of both the Summer and Winter Olympics, we’ve seen outstanding campaigns as well as individual ads. Brands like P&G and United were able to effectively communicate a link between the brand and the celebration behind the Games. Others, however, struggled to present creative that resonated with the majority of viewers.” Medalists – Most Effective Olympic Sponsoring Brands to Date* Rank Brand Average Ace Score Gold Procter & Gamble 619 Silver Febreze 603 Bronze United 594 *Advertisers considered for this list are Official Sochi 2014 Olympic sponsors or sponsors of the 2014 USA Olympic Team airing at least three new ads during the events. This list identifies the three advertisers earning the highest average Ace Score for their ads leading up to or during the Olympics. Based on data collected for ads debuting up until February 23, 2014. Procter & Gamble once again dominates the Olympics with a combination of strong corporate branding ads, leveraging a highly emotive and viral “Thank You Mom” campaign, and a series of product ads for more than a dozen of its brands. Febreze earned the silver medal for a set of new product ads featuring children, a method P&G has demonstrated successes with in other campaigns. United’s bronze medal is this year’s surprise since airlines contribute such a small number of new creative each year; these three Olympic themed ads from United represent nearly half of the ads that have debuted in the Airlines category for 2014. United’s Olympian studded ads performed 6.3% above the category norm and 7.4% above the Olympics average (the largest gap-to-norm of all Olympic advertisers), earning the brand a bronze medal as the third most effective sponsor overall. With quick paced, uplifting music and a variety of Olympians featured traveling its friendly skies, United conveyed its long-standing Olympic sponsorship with just a few words, courtesy of Matt Damon. United’s :60 spot performed best, earning a 71 on our Emotional Sentiment Index (compared to 57 for the United brand overall). Most Effective Ads by Olympic Sponsors* Rank Brand Ad Title Ace Score 1 Procter & Gamble “Mom’s Work :60” 686 2 Procter & Gamble "Falling" 670 3 Procter & Gamble “Toughest Mom” 669 4 Procter & Gamble “Pick Them Back Up” 645 5 Smucker’s “Hardworking Olympians” 633 6 Oral-B “Better You” 632 7 United Airlines “Hopes of a Nation” 626 8 Visa “Meryl & Charlie: The Gold 624 Medalists” 9 Visa “Sarah Hendrickson” 623 10 Samsung Mobile Phones “Going for the Gold” 620 *Definition: The Ace Score is the measure of ad creative effectiveness based on viewer reaction to national TV ads. A unique sample of 500+ people, representative of the U.S. TV viewing audience, scores each ad. The results are presented on a scale of 1-950, which represents scoring on creative attributes such as Persuasion, Likeability, Information, Attention, Change, Relevance, Desire and Watchability. An Emotional Sentiment Index is also available for each ad and is represented on a scale of 1–100, generated using a natural language algorithm applied to the hundreds of verbatim responses collected for each ad. Advertisers considered for these lists are Official Sochi 2014 Olympic sponsors and sponsors of the 2014 USA Olympic Team airing new ads during the events. This list identifies the advertisers earning the highest average Ace Score for their ads leading up to or during the Olympics. Based on data collected for ads debuting up until February 23, 2014. Two Olympic Seasons Consistent with the Summer Olympics, America rewards Olympic ads with slightly higher scores. The average Ace Score for Olympic themed ads is 563 versus a non-Olympic ad norm of 551. While all age and gender demographics contribute to the increased scores, the mature viewers (ages 50+) showed the largest impact, on average, scoring the ads more than 20 points higher than non-Olympic ads. The Power of the Olympians Seventy-two percent of Olympic themed ads featured athletes, up from 58 percent during the London Summer Games. Ads without athletes performed just as well as those that featured a single athlete (average Ace Score 559 versus 560, respectively), while ads that featured more than one athlete performed best (average Ace Score 571). P&G, United, Smucker’s and Visa all employed athletes in the ads that make up eight of the top ten most effective ads of the Games. P&G earns five places on the most effective ads of the Olympics list – four from the highly successful “Thank You Mom” campaign, which mostly debuted in January, and one for a stand-out Oral-B ad communicating the brand’s dedication to building a quality product made in the USA. Coca-Cola Fails to Reach the Podium The Silver medal winner of the London Games, Coca-Cola’s average Ace Score was 9.6% lower during the Winter Games (579 versus 523) with an apparent shift in strategy. The brand’s London portfolio included many in-game vignettes that celebrated the triumphs, past and present, of team USA. Its Sochi portfolio, however, included a series of: 15 animated text ads that struggled to keep viewer attention. While Coca-Cola has debuted several online ads that would have had the broad demographic appeal of an Olympic audience, it instead aired a much more polarizing set of new ads, including the :30 version of the Super Bowl ad “America” (Ace Score 558). Even with its non-Olympic themed ads, Coca-Cola would not break into the top five brands. For specific data requests or to speak to a representative, please contact Ace Metrix at email@example.com. About Ace Metrix Ace Metrix® is the new standard in television and video advertising 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 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 owners. Contact: for Ace Metrix Michelle Robertson, 646-279-5775 firstname.lastname@example.org
Ace Metrix Awards Medals to P&G and United as Most Effective Winter Olympic Sponsors
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