The top back-to-school advertisers of 2012 shifted this year to include more of a variety of companies, according to Ace Metrix, an analytics company that measures the effectiveness of television and video advertisers. Last year’s winners were primarily technology-related. Topping the list this year are Best Buy (Ace Score: 622 out of a possible 950), Lysol hand soap and wipers (Ace Score: 603) and kids’ haircuts at JCPenney stores (Ace Score: 600).
The Ace Score is the measure of an ad’s creative effectiveness based on viewer reaction to national TV ads, according to an Ace Metrix press release. Respondents for the study, selected randomly, represent the U.S. TV viewing audience. Scores are based on creative attributes such as attention, information, persuasion, relevance and watchability.
“The list of top ads this year is such an interesting variation of retail, personal care, toys and tech companies,” said Peter Daboll, CEO of Ace Metrix. “While technology played a role in this year’s ads, other themes such as value and philanthropy were also prominent. This shift away from tech-focused ads is likely a function of the completed upgrade phase in smart phones and the steady state of ultra-books ahead of Windows 8.”