August 8, 2012
Leading Advertising Brands Ranked At the Olympic Halfway Mark: Olympic Sponsors Chobani, General Electric and Coca-Cola Take Medals of Advertising Honor, According to Latest Data From Ad Analytics Firm Ace Metrix
Ace Metrix, a television and video advertisers analytics firm, this week announced the medal winning advertisers for the first ten days of the Olympics are yogurt maker Chobani, General Electric and Coca-Cola. Chobani and General Electric take the gold and silver for earning the highest average Ace Score above all other Olympic sponsors. "These three advertisers, from fundamentally different industries, have at least one thing in common. They have developed ads that create an emotional connection with the diverse Olympic audience," said Peter Daboll, Ace Metrix CEO, in a news release. "The ability to connect emotionally with the entirety of that Olympic viewing audience is what allows these brands to distinguish themselves at the halfway mark of this Olympiad." Chobani surprises many and earns the gold with a campaign focused on powering team USA with its yogurt. GE introduced the highest scoring ad from an Olympic sponsor to date with its "First Chance" (Ace Score 646) and has earned the silver with an average Ace Score to date of 589. Coca-Cola takes the bronze with more than a dozen consistently high scoring ads, earning an average Ace Score of 579. "Brands are clearly trying different approaches within their campaigns. Some are extremely effective at connecting with this Olympic audience. Others are falling short," said Daboll. "Take Nike, for example. We see eight different ads featuring normal people finding their greatness. Four ads are connecting well across demographics. Four ads are falling extremely short, well below the category and Olympic norm."
Team Sports: Top Olympic Sponsoring Advertisers to Date*
|Medal||Advertiser||Average Ace Score|
Individual Medalists: Top Three Olympic Sponsor Ads to Date*
|Medal||Advertiser||Ad Title||Ace Score|
|Silver||P&G||"Hardest Job in the World"||638|
*Definition: The Ace Score is the measure of ad's 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. Advertisers considered for these lists are Official London 2012 Olympic sponsors and sponsors of the 2012 USA Olympic Team airing 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 August 1, 2012.
Procter & Gamble has several of the Olympics most effective ads in their "Thank You Mom" campaign, earning them three of the top 10 spots for Olympic ads to date. Still, their nearly 30 Olympic themed ads have included some less effective creative keeping them just off the brand medal stand.