“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