News

Baskin-Robbins’ TV ads score high for second quarter in a row

July 9, 2014

For the second quarter in a row, Ace Metrix, a TV and video ad analytics firm, has ranked Baskin-Robbins’ creative as the top scoring ads in the QSR category.

Ace Metrix today announced the top scoring ads of Q2. Thirty ads were awarded the title of Ad of the Quarter by earning the highest Ace Score within their categories.

Baskin-Robbins’ “Endless Options” ad scored a 699, which was 22.6 percent above category norm. This ad was followed closely by another Baskin-Robbins ad, “Online Ordering,” which earned an Ace Score of 693. These two ads are the highest scoring of the nearly 600 15-second ads to air this quarter across all categories (both qualified and unqualified), according to a news release.

In the casual dining category, Olive Garden’s “Latest Inspiration” took the top spot with an Ace score of 734.

Google took the overall trophy for the third consecutive quarter with “Play Your Heart Out” (Ace Score 667, 40 percent above norm), an ad that outperformed its category peers by the largest percentage of all the winners, according to the release. Ads from Samsung Mobile and Seagram’s Escapes also outperformed their respective categories by more than 30 percent. KitchenAid debuted the highest-scoring ad of the quarter overall with its feature-packed ad that earned an Ace Score of 740, 21.3 percent above the Appliances 12-month norm.

“These 30 ads represent the best creative across a broad range of categories and are defined as much by the diversity of their paths to success as by their achievements collectively,” Ace Metrix CEO Peter Daboll said in the release. “Each of these ads began with a distinctive creative brief and their ability to succeed with consumers can be found not just in the Ace Score but in its many component parts where they have demonstrated their ability to command attention, to impart information, and to connect emotionally.”