Apple’s Siri ad featuring Santa Claus was 2011′s most effective holiday advertisement according to viewer reaction as measured by Ace Metrix, a TV ad analysis firm. The Apple spot also exemplified a bigger trend this year: according to Ace Metrix, “Santa sells.”
Ace Metrix scores ads based on perceived effectiveness by a selection of randomly selected viewers, which it says are “representative of the U.S. TV viewing audience.” Apple’s Siri ad, which you can see below, scored a 652 overall out of a total possible 950 points, which tallied from respondent scores on criteria such as relevance, persuasion, watchability, information, etc. Apple’s 652 was 8 percent higher than the average score for ads in the same tech-oriented category.
Other ads that did well include spots from Pillsbury, Coca-Cola, Nintendo and Duracell. Santa was featured in 35 new ads during the holiday 2011 season, including Apple’s, and each of those campaigns performed above their category average.
Related research and analysis from GigaOM Pro:
Subscriber content. Sign up for a free trial.
- The Internet of things: creating tomorrow’s health care
- Themes for a connected world: GigaOM RoadMap review
- Connected world: the consumer technology revolution