Mac, iPhone, and iPad user Rush Limbaugh today discussed Apple’s recent TV ads and how they scored poorly in a survey by a firm, Ace Metrix, which counts Apple’s slavish copier, Samsung, among its clients.
The 3-hour Rush Limbaugh Show airs daily on a network of approximately 590 AM and FM affiliate stations. The program is also broadcast worldwide on the U.S. Armed Forces Radio Network. A November 2008 poll by Zogby International found that Rush Limbaugh was the most trusted news personality in the nation.
From the live transcript:
Put aside for the moment, if you will, folks, that I’m an Apple guy. I like their products. Put that aside for a moment. Apple is running an ad. You might have seen it. It’s called, “Our Signature.” I have the ad, the audio of the ad. It’s a very visual ad. It is still shots of people using Apple products, and there’s some narration to it. Not a lot. They’re economic with the words, and of course there’s a music bed. I want to play it for you, and then try to walk you through the ad in the tech media and the advertising community.
Now keep in mind that Apple’s stock price has plummeted from just last year at $705, to now under $400. Their profits are still through the roof. Everything about them is going well; they just haven’t had a new product in a few months. There’s a lot going on here that is… I mean, it’s directly relatable to politics and I want to try to make that connection here. So set aside what you think about Apple. You don’t like them because they’re a bunch of Silicon Valley weenies and leftists. Put that aside. Here’s a teachable moment here. Here is the Apple ad called “Our Signature.”
[protected-iframe id=”4192d8e4fc40fbb9ebdd9ac17ff5a2ce-17146794-18685410″ info=”//www.youtube.com/embed/Zr1s_B0zqX0?rel=0″ width=”590″ height=”332″ frameborder=”0″ allowfullscreen=””]
Earlier this week, a story hit the tech media and the advertising media that only 26% of people who see the and like it, that it’s a dud, that the ad is a dismal failure. And only 26%of the American people who see the ad like it.
The stories also predicted that Apple will have to pull this ad very soon because people really don’t like it, that it is really hurting Apple. Two days after I saw the first story, I then learned that the company that did the survey of people taking their opinions is the advertising agency for Samsung. Ace Metrix. They do the ads for Samsung. They do the marketing for Samsung. They are part of the primary rivalry to Apple, Samsung, in the mobile phone business… None of the stories, even now, include the fact that the company that does the survey is in the employ of Samsung. From the article on this in Advertising Age: “Since May, Samsung has had eight ads that scored an average of over 600, according to Ace Metrix. Apple’s new ad — which calls the words ‘Designed in California’ ‘our signature and it means everything’ — scored 528 versus the industry average of 603.”
So not only do only 26% of people who see the ad like it, it’s scoring way below the industry average in all ads. But nobody is telling anybody that the company doing this works for Samsung, is hired by Samsung… It may be part of a campaign by an Apple competitor to actually have a successful Apple ad pulled.
By the way, that’s all fair and fine and dandy with me. Capitalism is it. This is the nature of competition. I don’t want to be misunderstood. I’m not bellyaching or whining or moaning for Apple. If Samsung can pull this off, more power to them. But what does it require? It requires a gullible, un-skeptical, totally accepting public. Okay, now let’s take it to politics. I submit to you that the same thing happens to the Republican Party every day. In the news media, they’re reported to what?
Hate gays, hate women, hate blacks, hate this, hate that. They’re racist, sexist, bigot homophobes. Who is reporting this? Polling units that are owned and operated by partisan Democrats. Who sees these polls? Low-information voters, people who are not skeptical at all. They don’t dig deep. They don’t care that the Washington Post runs its own poll. They don’t know who Gallup is. They just see this stuff and automatically eat it up and they believe it.
But yet the same kind of sophisticated people who are able to understand that about politics themselves are fooled by the same thing happening to Apple.
Much more in the full article here.
Businessweek says Apple’s TV Ads ‘flop’ based on survey from Ace Metrix – which counts Samsung as a client – June 28, 2013
Rush Limbaugh: ‘High-tech lynching: Senate attempts to crucify Apple’ – May 21, 2013
Rush Limbaugh calls MacDailyNews ‘fabulous’ as he lists his favorite Apple blogs – March 22, 2013
Rush Limbaugh: Apple products create jobs in America – October 18, 2012
Rush Limbaugh: Why does a lover of freedom like me love a ‘restrictive’ company like Apple? – July 27, 2012
Rush Limbaugh: Don’t worry about Apple’s results, just wait – July 25, 2012
Rush Limbaugh: Okay, Apple, where’s my Mac Pro with Thunderbolt? – June 12, 2012
Rush Limbaugh reviews new Apple iPad: ‘It is amazing, it really is; and we’re giving one away each day’ – March 20, 2012
Rush Limbaugh: My first home computer was an Apple IIc; then every top-of-the-line Mac desktop since – February 24, 2012
Rush Limbaugh: The New York Times has turned on Apple; they wouldn’t do this if Steve Jobs was alive – February 1, 2012
Rush Limbaugh on Steve Jobs potentially being named TIME Magazine’s Person of the Year – November 18, 2011
Rush Limbaugh: Steve Jobs epitomized American exceptionalism – October 6, 2011
Rush Limbaugh: This is like Christmas Eve; I can’t wait for Apple’s ‘Let’s Talk iPhone’ event! – October 3, 2011
Rush Limbaugh: On the brilliance of Steve Jobs – September 1, 2011