Beverage Industry

Coca-Cola, Pepsi among most effective Super Bowl ads

February 7, 2012

Ace Metrix, a Mountain View, Calif.-based company that measures TV advertising, revealed its rankings of the most and least effective ads from Super Bowl XLVI. Atlanta-based The Coca-Cola Co., which aired three 60-second spots, was the beverage brand winner this Super Bowl, airing three of the Top 10 Most Effective Super Bowl ads, according to Ace Metrix.

The most effective beverage ad — and No. 3 most effective ad overall — was The Coca-Cola Co.’s “The Catch” ad, which earned an Ace Score of 654. The company’s “Superstitions,” and “Argh” ads also made the Top 10 most effective Super Bowl XLVI ads list, scoring 640 and 600, respectively. Purchase, N.Y.-based PepsiCo’s “King’s Court” ad scored 628, ranking No. 9 overall and No. 3 among beverage ads.

“Coca-Cola’s polar bear ads were quite effective with consumers — two ranked within the Top 5 overall ads, trumping Pepsi’s star-studded ‘King’s Court’ ad, which was quite effective in its own right,” said Peter Daboll, chief executive officer of Ace Metrix, in a statement.  

The average Ace Score for this year’s Super Bowl ads was 552, up slightly from 2011’s 549. An Ace Score is the measure of ad creative effectiveness based on viewer reaction to national TV ads. Respondents are randomly selected as representatives of the U.S. TV viewing audience. The results are presented on a scale of 0-950, which represents scoring on creative attributes such as relevance, persuasion, watchability, information, attention, etc.

St. Louis-based Anheuser-Busch InBev’s brands did not rank as highly as the carbonated soft drink brands. Budweiser aired three of the five least effective ads, including the lowest scoring ad of the Super Bowl, according to Ace Metrix. Both of the company’s ads for Bud Light Platinum made the Top 5 Least Effective ads list, and the company’s “Welcome to Halftime” ad featuring the band LMFAO received the lowest score at 396.

The most effective ads overall were PepsiCo’s Doritos brand “Sling Baby” ad and McLean, Va.-based Mars Inc.’s M&M’s brand “Just My Shell” ad, both of which tied with an Ace Score of 671. Chrysler’s “It’s Halftime America” ad starring Clint Eastwood was the most effective automotive ad, achieving an Ace Score of 633 and ranking No. 6 on the overall list.

To watch the ads and see the full list of scores, visit www.acemetrix.com.