While iSpot.tv and Unruly both ranked Budweiser’s “Puppy Love” the No. 1 most popular Super Bowl ad, Ace Metrix says Microsoft’s “Empowering” 60-second spot was this year’s most effective Super Bowl commercial.
Earning an Ace Score of 710, the television and video advertising analytics firm claimed, “Microsoft eloquently demonstrated the expansiveness of their technology portfolio as evidenced by the ad’s broad demographic appeal, scoring high on a number of dimensions including Emotion, Attention and Likeability as well as Change and Information.”
According to Ace Metrix, Microsoft’s Ace Score is the second highest score since the company began analyzing ads in 2010. Not only did Microsoft score high, but Ace Metrix claims this year’s collection of Super Bowl ads were the most effective of any Super Bowl game it has tracked, with an average Ace Score of 574.
Ace Metrix measures the effectiveness of television commercials by analyzing each ad’s Persuasion and Watchability factors. From the company’s website:
The Persuasion rating is based on the interactivity of six data elements – Desire, Relevance, Likeability, Attention, Information and Change – automatically captured and analyzed for each ad. Watchability measures the engagement that a person has with the ad.
Ace Metrix Top Ten Most Effective Ads of Super Bowl 2014
Beyond being the most effective ads, Ace Metrix said this year’s Super Bowl ads were also longer than previous year’s, with 43 percent of the spots running 45-seconds or longer, and a majority being 60-second spots.
Looking at the different commercial themes, Ace reports this year’s ads were 12 percent less funny than last year with nearly 25 percent of the ads using patriotism and hero story lines, including Budweiser’s “A Hero’s Welcome,” Coca-Cola’s “It’s Beautiful,” Chevrolet’s “Romance,” and Chrysler’s “America’s Import” starring Bob Dylan.
“The best ads employed a range of creative strategies delivering ads that inspired, applauded and celebrated America,” said Ace Metrix CEO Peter Daboll.
Ace Metrix also listed the ten least effective Super Bowl ads, with GoDaddy’s “Body Builder” earning the lowest score of 432. Bud Light’s “Epic Night,” a series of ads that performed well when measuring online digital activity and shares, took two spots on Ace Metrix’s list of least effective ads, with neither breaking a score of 500.
Ace Metrix Least Effective Ads of Super Bowl 2014