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.”