Businessweek says Apple’s TV Ads ‘flop’ based on survey from Ace Metrix – which counts Samsung as a client

“Apple Inc.’s newest TV commercials, showing consumers enjoying its products while an actor reads the company’s corporate philosophy, are a flop compared with earlier ads from the maker of iPhones and iPads,” Peter Burrows reports for Bloomberg BusinessWeek. “The company’s latest ad, which began airing June 10, has earned the lowest score of 26 Apple TV ads in the past year, according to Ace Metrix Inc., a consulting firm that analyzes the effectiveness of TV ads through surveys of at least 500 TV viewers.”

“Also holding down scores for Apple is the lack of a recent ‘big product launch,’ Ace Metrix CEO Peter Daboll said in an e-mail in May,” Burrows reports. “Apple’s new ad, dubbed ‘Designed by Apple in California,’ scored a 528 on ‘Information,’ versus an hardware-industry average of 603. A recent ad for Samsung’s new Galaxy S4 phone that showed features such as the ability to answer a call without touching the screen scored a 757 by that same measure.”

MacDailyNews Take: As we pointed out yesterday:

The reason why the Apple ads in question scored low on the “Information” metric is because they are not informational ads.

But we digress…

Burrows continues, “Since May, Samsung has had eight ads that scored an average of over 600, according to Ace Metrix.”

And, not yet content with his Anti-Apple FUDfest, Burrows disjointedly throws in, “Apple has been under fire for poor working conditions at the Chinese contract manufacturing firms that make its products, and for employing tax avoidance practices that while not illegal, drew criticism from Congress.”

MacDailyNews Take: Nowhere in the Bloomberg Businessweek article by Peter Burrows is the following mentioned:

Ace Metrix™, the new standard in television analytics, today announced Samsung has joined its roster of advertising clients, subscribing to the Ace Metrix LIVE™ platform… “Our explosive growth is attributable to the fact that clients view Ace Metrix as a secret weapon in providing real-time analytics and competitive insight unmatched in the industry,” said Peter Daboll, CEO of Ace Metrix. “We exited 2011 with an incredible client list representing some of the world’s leading brands and we are thrilled to have added to that list some equally impressive advertisers and their agency partners.”

Source: Ace Metrix, Inc., May 21, 2012

[Attribution: John Moltz’s It’s a Very Nice Website. Thanks to MacDailyNews readers too numerous to mention individually for the heads up.]

Related article:
Apple-bashing in the post-Steve Jobs era – June 28, 2013

23 Comments

  1. Burrows knows that there’s no phone call coming to him and his higher ups from an irate Steve Jobs and that nary a peep will be uttered from the mincingly muted Tim Cook & Co.

    1. 1. Yes, Tim Cook is a gay man. He doesn’t broadcast this fact, but it is not a secret.

      2. That Tim Cook happens to be a gay man has ABSOLUTELY NOTHING TO DO with his management style. I know plenty of heterosexual men who are complete doormats and vice versa.

      3. You do not know what goes on behind-the-scenes. Cook could react to such things in any number of ways.

      4. Why don’t you ask Scott Forstall and John Browett how “mincingly muted” Tim Cook can be?

      5. Your comment is offensive and, if you can’t see why, you’re part of the problem, not the solution.

      6. If you had written instead, “Burrows knows that there’s no phone call coming to him and his higher ups from an irate Steve Jobs and that nary a peep will be uttered from Tim Cook & Co.,” I might be inclined to agree with you.

  2. There is no honor or shame, only money-grubbing and dirty tricks negligently disguised with marketspeak to fool the weak-minded and gullible, which they think is all of us

      1. Very perceptive! The sentence could apply just as well to a number of government, corporate, or private programs and initiatives. Maybe all of them.

    1. Apple’s new ad, dubbed ‘Designed by Apple in California,’ scored a 528 on ‘Information,’ versus an hardware-industry average of 603. A recent ad for Samsung’s new Galaxy S4 phone that showed features such as the ability to answer a call without touching the screen scored a 757 by that same measure.”
      It’s stupid to respond to stupid, but…once again, like Consumer Reports, how many/how much of something = better. The wildly successful iPod ads of silhouetted dancers for sales and media attention, would get a zero in this “made up metric” of what good advertising is. There are tons of online bloggers and ppl on this site who know how to do almost anything better than Apple, re fonts, specs, speed etc, , but at least they’re not getting noticed beyond a tiny audience.

  3. Rush Limbaugh talked about this in Apple’s defense on his show this morning. Saying the whole survey is inherently flawed because of self-serving Samsung interests by Ace Metric. What a company of blatant a-holes.

    1. Samsung bought Bloomberg, Baron, WSJ, CNN, just to name a few bashing Apple. Bloomberg also called foreign- investors to invest in Korea. Also plastic surgery in Korea is thriving both Korean’s men and women all have plastic surgery because they know they are very ugly. By nature they are very ugly.
      WORLD
      Plastic Surgery TV Show Captivates South Korea
      A popular TV show in South Korea promises to change lives through cosmetic surgery. The WSJ’s Jeyup Kwaak talks about why surgical makeovers are now prime-time entertainment in South Korea.

      http://live.wsj.com/video/plastic-surgery-tv-show-captivates-south-korea/0DAD8305-C7C7-4D5D-9B6A-E6177B30ECB9.html#!0DAD8305-C7C7-4D5D-9B6A-E6177B30ECB9

      .

  4. What the purposely dumbed down American TV viewer and Wall Street grubs don’t get is that Apple actually means what it says it means. Authenticity is an aberration to both groups. I enjoyed the ad, thought it was beautiful and elegant, but also understood that it was intended as a strengthening of Apple’s mission and not a market ad. Two different critters, not discerned by many. To me the ad says, “Hang in there. We’re still us.” I’ll hang my hat on the vision rack.

  5. It wouldn’t hurt to do some more informational ads. Most people are amazed at things like Apple tv and the way the iMac/ macbook can integrate with their phone and ipad.

  6. I’ve criticized apple marketing and PR depts before but I actually LIKE the signature ad. (its a tad ‘dark’ in colour but the feeling is good).

    like MDN pointed out the metric the idiots are judging it by is wrong as it’s not an ‘informational product’ ad. It’s a corporate ‘image’ ad. I think it’s to remind everyone of Apple’s core values as Apple moves on after Jobs. This syncs with the name change of OSX to Mavericks instead of a cat.

    that said perhaps Apple could also put out some sales ads especially for Mac (like the do for the iPhone) and do some ads touting Apple’s great eco system advantage and the fact that they make both hardware and software integration which is great advantage over android devices. These ads of course will have to take into consideration Signature campaign’s timeline and ‘look’ (running different campaigns at the same time is jarring).

    Apple needs to do some marketing for its other products especially in the months when people are waiting to buy the new iPhone. (Windows still makes billions and with tiny market share Mac has room to grow especially against Win 8 Vista).

    (By the way Samsung’s PR effort in it’s S4 ‘song and dance women are bimbos’ launch was a disaster)

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