Ace Metrix Awards P&G Gold Medal As Top Brand At Sochi Olympics
Television ad analytics firm Ace Metrix has awarded Proctor and Gamble a gold medal for being the most effective brand sponsor to date at this year’s Sochi Olympics.
With an Ace Score of 622, P&G’s ‘Thank You Mom’ campaign helped the brand beat Febreze, which was awarded a Silver Medal for a series of ads promoting its Bounty, Crest, Dawn, DayQuil, NyQuil and Oral-B ads. United Airlines won the Bronze medal for its patriotic-inspired ads.
Ace Scores measure an ad’s creative effectiveness based on viewer response, using eight separate attributes: Persuasion, Likeability, Information, Attention, Change, Relevance, Desire and Watchability, .
“The data behind the scores also tells us that P&G was able to effectively take action based on what they learned in 2012 and build upon its engaging, well-executed ‘Thank You Mom’ campaign as well as extend those lessons into the creative for its individual brands,” said Ace Metrix CEO Peter Daboll in a release announcing brand scores.
The analytics firm also scored the ten most effect ads from this year’s Sochi Olympic sponsors, with P&G taking the top three spots.
Ace Metrix Most Effective Ads by Olympic Sponsors
Ace Metrix noted that Chobani and Coca-Cola, brands that performed well during the 2012 Summer Olympics in London, have “Underwhelmed audiences and underperformed with respect to their category and brand averages.”
(Some images used under license from Shutterstock.com.)
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