Consumers Give High Scores to 9/11-Themed Ads

Ace Metrix: Budweiser, State Farm, Chevy Strike Right Balance

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A scene from State Farm's commercial commemorating the 10th anniversary of the Sept. 11 attacks
A scene from State Farm's commercial commemorating the 10th anniversary of the Sept. 11 attacks

Critics and Ad Age readers might agree that the 9/11 tribute ads were examples of crass commercialization, of marketers not knowing when to leave well enough alone. But guess who liked the ads? Consumers.

According to Ace Metrix, which measures ad effectiveness, "American consumers, by and large, rated the ads very favorably." The firm polled 500 adults.

Anheuser-Busch's Clydesdale tribute spot for Budweiser, beat out the others in the genre, with State Farm's "Thanks" ad coming up second, and a series of Chevy ads that aired during Discovery Channel's "Rising: Rebuilding Ground Zero " coming in behind State Farm.

Perhaps most interesting is that the tribute ads beat out general category ads for effectiveness. Bud's spot scored a 665 on the Ace Metrix scale of 0-950. The measurement firm said that it not only beats out the average beer-ad score of 478, but it makes it one of the "most effective ads so far this quarter."

State Farm's ad scored a 662 compared to an industry average of 492. Chevy's spots scored between 573 and 624, compared to the average auto-ad score of 492.

The Top 10, according to Ace Metrix, were:

  1. Budweiser "9/11 Tribute" (:60)
  2. State Farm "Thanks" (:90)
  3. State Farm Insurance "Thanks" (:60)
  4. Chevrolet Lee Ielpi: Making Tomorrow Better (:90)
  5. Chevrolet Danny Forster: Sense Of Confusion (:90)
  6. Chevrolet Brian Lyons: Human Spirit (:90)
  7. Chevrolet America's Response To 9-11 (:90)
  8. Southwest Airlines We Proudly Salute The American Spirit" (:30)
  9. Chevrolet "World Trade Center: Ground Zero " (:60)
  10. Chevrolet "Why We Build" (:60)
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