JC Lupis | Marketing Charts | Thu, 08 Jan 2015 14:10:28 +0000

Despite declines in viewership, TV is still one of the most influential channels in the US. So which brands outperformed their competitors last year? Ace Metrix has issued its latest annual list of the brands that aired the most effective ads in relation to their competition – with some familiar names scoring highly.AceMetrix-Top-TV-Advertisers-of-2014-Jan2015

After being named the brand of the year in 2013, Google was in the thick of things again in 2014, topping the Software and Websites category again with an average Ace Score of 591. Its “Year in Search 2014” ad registered an Ace Score of 691, 37% higher than the category average, representing the largest gap of any ad in 2014. It performed the same feat in 2013 with its “Here’s to 2013” spot.

(The Ace Score is a measure of ad effectiveness based on viewer reaction to national TV ads. The results are presented on a scale of 1-950, aggregating scores on attributes such as persuasion, relevance, information, attention, change, desire, and watchability.)

Other notable accolades included:

  • Samsung brands topping both the Mobile Devices category and the Hardware category; and
  • Anheuser-Busch leading the beer category via its Budweiser commercials and the Spirits, Malt Beverages and Wine category through its advertising for Bud Light Lime-A-Rita.

The full list of category winners can be found in the chart above.

Top Video Advertisers

YouTube last month revealed its list of most popular video ads for 2014, led by Nike Football’s “Winner Stays,” with 98 million views. Nike Football also took the second spot, while Budweiser was also featured twice in the top 10, with its Super Bowl spot “Puppy Love” in 3rd and “Friends Are Waiting” spot in 9th.

Samsung, which also placed in the YouTube ads leaderboard, fell a spot in the year’s social video rankings, according to Unruly. Although it topped the social charts in 2013, it was supplanted in 2014 by Activia, which gained more than 5.8 million shares for its World Cup-themed collaboration with Shakira, “La La La (Brazil 2014).” Following Activia and Samsung were Nike, Coca-Cola and the NBA, with Budweiser in the 6th spot.

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