Tech, Food Ads Top Q1 Charts

Doritos-Sling-Baby

A pair of Samsung ads were among the most effective during the first quarter, according to Ace Metrix. A spot for the Galaxy Note smartphone topped the charts, while an ad for TVs finished fifth.

Two Super Bowl spots -- for Doritos and M&Ms -- finished tied for second with a score of 671, below the Samsung Galaxy Note’s leading 686. (The Galaxy Note spot was the most effective one during the Oscar broadcast.)

Infiniti’s “See The Invisible Kid” ad came in fourth. The touching spot plugs a system that senses when there is something behind the car, preventing an accident when backing up.

Tide, Hunt’s ketchup, Coke, Olive Garden and Panasonic finished 6th through 10th in order. The animated Coke ad with polar bears was a third Super Bowl spot in the top 10.  

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Samsung debuted nine ads in 1Q -- with three leading the tech category in effectiveness, with scores ranging from 686 to 636. Apple premiered four ads -- the highest-rated of which had a 618 score, still above the 548 average for tech ads.

On the negative side, a pair of spots from One Reverse Mortgage, part of Quicken Loans, finished first and second in the least effective rankings. Two H&M ads followed in third and fourth place, while another spot for the low-price retailer finished seventh. The troubled performance for H&M contrasts with its attention-grabbing Super Bowl spots starring David Beckham.

Two Goldman Sachs ads also seemed to not resonate, finishing 6th and 7th.

JCPenney debuted a series of ads starring Ellen DeGeneres during the Oscars, with one of them leading the retail category, followed in the top five by spots for Lowe’s, Target, Best Buy and Walgreens.

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