• by Wayne Friedman , February 28, 2013

Most TV commercials that performed best during this year's Oscars on ABC weren't new to the big awards show.

In a survey of the most "effective" TV commercials, Peter Daboll, chief executive officer of Ace Metrix, stated: “Only three of the top 10 ads this Oscars were new ads produced expressly for the awards show -- interesting because 23 of the 40 ads aired during the Oscars were new, indicating that many advertisers won by using some of their 'tried and true' material to make a splash in this important advertising event.”

Hyundai was the big winner, per Ace Metrix, a TV and video analytics company. The automaker's  "Stuck" ad posted a top score of 611, which was one of the older ads. The automaker ran seven commercials for the "Oscars" -- five of which were new commercials.

After Hyundai, Sprint's "Unlimited Life" ad had a score of 603; Coca-Cola's "Be OK" was next at 592; followed by McDonald's "Luck Has It", new for the Oscars, at 581; and JCPenney's "Dear America," also new, at 573.

The next best, in positions five through 10: Bailey's "Bailey's Pour Spectacular," 552; Coldwell Banker's "We Believe," 551; Grey Poupon's "An Action Story," a new spot riffing off what happens following an old late 1990s Poupon "Pardon Me" commercial was at 549; Hyundai's "People Running Out of Batteries, 547; and Met Life's "Too Low," 542.

Overall, Ace Metrix says 2013 Oscar ads were less effective than the year before. They failed to impress, lke the 2012 event, an Oscars dominated by technology brands. Ace Metrix says its measure of ad effectiveness is based on viewer reaction to national TV ads, scoring on attributes, such as persuasion, relevance, information, attention, change, desire and an watchability.

Media analysts say the average price for a 30-second commercial in this year's Oscar broadcast was $1.7 million to $1.8 million.

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