LOS ANGELES--(BUSINESS WIRE)--Ace Metrix, the leader in measuring the impact of video advertising, today released a list of the top ten Breakthrough ads from the second quarter of 2018. The list is based on Breakthrough capabilities, which combines Attention and Likeability components measured by Ace Metrix. With over 1,800 ads tested in the second quarter, the top ten represent the best of the best.
Earning the top spot is Verizon’s tribute to all the honorable members of our military, “Military Appreciation.” Verizon makes the list for its second consecutive quarter, with its similarly-themed Super Bowl spot making the list in Q1.
Colorado’s appropriately titled ad, “Unforgettable,” placed second. Achieving the strongest score for Desire among the top 10, 68% of viewers reported they were ‘more’ or ‘much more’ likely to visit Colorado after watching “Unforgettable.” Coming in third, PetSmart’s “Stages” is filled with sincere storytelling about the relationship between a pet and its owner. Viewers enjoyed the Relevance of the characters and the message.
Top Breakthrough Ads of Q2, 2018:
| Rank | Brand | Ad Title | Length | Attention Score | Likeability Score | |||||||||||||||
| 1 | Verizon | 1:00 | 799 | 786 | ||||||||||||||||
| 2 | Colorado Tourism | 0:30 | 785 | 787 | ||||||||||||||||
| 3 | PetSmart | 0:30 | 756 | 783 | ||||||||||||||||
| 4 | Dove | 1:10 | 758 | 765 | ||||||||||||||||
| 5 | Papa John’s | 0:15 | 739 | 753 | ||||||||||||||||
| 6 | Iams | 0:15 | 750 | 741 | ||||||||||||||||
| 7 | Huggies | 2:00 | 746 | 739 | ||||||||||||||||
| 8 | Amazon Fire TV | 0:30 | 747 | 736 | ||||||||||||||||
| 9 | HP | 1:00 | 742 | 736 | ||||||||||||||||
| 10 | Sonic | 0:15 | 749 | 729 | ||||||||||||||||
Father’s Day promotions from Huggies, Dove, and HP focus on the impact men have on their children’s lives. Dove’s “movement as a message” resonated with all viewers, but did especially well among females -- 43% of whom were ‘very likely’ to share the ad with their social circles. This is Dove’s first time back on the Breakthrough list since another one of its Father’s Day ads (Caring Makes My Dad, My Hero) placed in 2016 Q2. Huggies pulled the most heartstrings among the top 10, conjuring up a strong emotional response from 77% of viewers.
Sonic’s milkshake spot is a mouth-watering reminder that summer is here. Instead of the usual two guys sitting in a car, “The Perfect Shakes” used product closeups. The Product Itself, named the Single Best Thing, was enough to drive Desire among viewers, 70% of whom reported positive purchase intent.
More details are available on the Ace Metrix Site, here.
About Ace Metrix
Ace Metrix® is the standard in television and digital video analytics, dedicated to measuring the impact of video ad creative. We provide data and insight to enable marketers and creative teams to produce more impactful work, test and adjust creative executions in real-time, and understand what creative drivers impact their brand KPI's. The Company is privately held and is backed by leading venture capital firms and industry leaders including Hummer Winblad Venture Partners, Palomar Ventures, Leapfrog Ventures and WPP.
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