2012 Super Bowl Ads

February 12, 2012 by staff 

2012 Super Bowl Ads, The most effective ads of the Super Bowl were Doritos’ “Sling Baby” ad and M&M’s “Just My Shell” ad, said Ace Metrix, an authority in TV advertising effectiveness, when it revealed the official rankings of the most effective and least effective ads from Super Bowl XLVI. Both tied for the honor with an Ace Score of 671.

Coca-Cola was the brand winner this Super Bowl, airing three of the top 10 most effective Super Bowl ads.

“Coca-Cola’s polar bear ads were quite effective with consumers–two ranked within the top five overall ads, trumping Pepsi’s star-studded ‘King’s Court’ ad, which was quite effective in its own right,” said Peter Daboll, CEO of Ace Metrix.

Chrysler’s “It’s Halftime America” ad starring Clint Eastwood was the most effective automotive ad, achieving an Ace Score of 633 and ranking 6th on the overall list. The average Ace Score for this year’s Super Bowl ads was 552, up slightly from 2011′s 549. While the automotive category provided the largest number of ads, soda and snacks ads once again dominated the top scoring list with seven of the top 10 ads.

This year saw the continued trend in storytelling, a trend towards longer, more emotive spots. And 30% of this year’s Super Bowl spots were 60 seconds or longer vs. 17% in 2010. The trend continues as evidenced by the longer form ads showing strong performance.

It was also a year of more blatant sexual themes with 13% of the ads having this attribute vs. 2% in 2011. Interestingly, none of the seductive ads made the top 10 list and most were in the bottom third of Super Bowl ads.

Most Effective Super Bowl Ads 2012

“The Super Bowl has a diverse set of brands and advertising objectives on the world’s largest stage. The winners on the Ace Metrix list scored exceptionally well with consumers on criteria that is far beyond how likeable an ad is,” said Daboll. “For example, the two top ads from M&M’s and Doritos used humor to achieve high likeability and attention scores, as well as top scores in relevance and desire. They also had broad demographic appeal, a key consideration for an audience as large and diverse as the Super Bowl.”

1. M&Ms, Just My Shell (Score: 671).

1. Doritos, Sling Baby (671).

3. Coca-Cola, The Catch (654).

4. Doritos, Man’s Best Friend (645).

5. Coca-Cola, Superstitions (640).

6. Chrysler, It’s Halftime in America (633)

7. Honda, Matthew’s Day Off (630).

8. Skechers, Go Run Mr. Quiggly (629).

9. Pepsi King’s Court (628).

10. Coca-Cola, Argh (600).

10. GE, Building Something Big in Louisville (600).

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