• by Karlene Lukovitz  @KLmarketdaily, January 9, 2012

Microsoft Kinect was the most effective television brand advertiser overall in 2011, based on achieving an average Ace Score of 619 over the 12 ads it ran during the year, reports Ace Metrix.

To be considered for Brand of the Year, a brand must have aired at least 10 new TV ads during 2011.

Other brands in 2011’s top five are:

•  M&M’s, with an average Ace Score of 617 over 13 television ads run during the year.

•  Apple iPhones, with an average score of 614 over 14 ads.

•  Coca-Cola, with an average score of 607 over 16 ads.

 Applebee’s, with an average score of 605 over 13 ads.

Ace Metrix CEO Peter Daboll stressed that a single high-scoring ad is a real accomplishment, but that consistently high scores over numerous ads speak to another level of achievement for brand marketer, agency and production teams. 

In addition, State Farm earned Most Improved Brand of the Year by increasing its average Ace Score by nearly 14% versus 2010, while airing fewer ads.

“As a result, they were able to deliver far more value at significantly reduced production costs, making their marketing expenditure work harder in 2011” noted Daboll.