The Monday following the Super Bowl should be called Critics-day. The buzz, comments, criticism, complaints, statements — and some drivel – filling the web, the newspapers, the radio, networks news shows, blogs, Tweets, Facebookings, social outlets and other media is overwhelming. Today, anyone and everyone is an ad critic.
The oft quoted sage of show biz, Samuel Goldwyn advised, “Don’t pay any attention to the critics – don’t even ignore them” a non sequitor that points to the importance of the viewer – consumers — in determining and evaluating the commercials on the game. Well, not quite. While the game’s ads were stunningly expensive, there must be someone in the corporate ranks who could – indeed, should — ask, “Was it effective?” Not just a ranking position or pop-poll from best to worst but something more stable and reliable than Jello.
Enter Ace Metrix, an industry authority in measuring and understanding the impact of advertising creative. Through patent-pending Ace Score™ measurement technology, Ace Metrix collects and measures the consumer impact of every nationally breaking TV ad in near real-time. Ace Scores are considered by many big advertisers to be the leader in delivering actionable insight by measuring creative effectiveness from television commercials. There’s is not a popularity contest, not a summary of critical comment, but a numerical score based on consumer reactions. This means there will often be a difference, a dissimilarity and divergence in who ranks where.