Cincinnati - Only 31% of ads during Super Bowl XXXVI achieved higher-than-average customer persuasion scores, according to the Merwyn Persuasion Research report from Merwyn Technology.
The highest-ranking ad was a commercial by General Motors Corp. for its Cadillac Escalade, which had a 51% persuasion score. The second ranking spot was for Subway Restaurants (50%), and the third-ranking spot was for La Roche Ltd.'s flu shot (44%).
Merwyn uses artificial intelligence to predict the probability of an advertisement having a tangible impact on customer purchase behavior. It has been tracking Super Bowl ads since 1999.
B-to-b ads, which were scarce this year, did not fare well in the Merwyn report. H&R Block, which had an ad for Tax Code changes, came out No. 6 on the list, with a 39% score. FedEx Corp., which came into the Super Bowl at the last minute with its "Great Idea" ad, ranked No. 19 with a 21% score.
A series of ads for AT&T Corp.'s "mLife" campaign each scored 10%, tying for last place with ads by Monster.com, E-Trade Group, HotJobs.com and other advertisers.