Restaurants that focused their advertising on the point – both getting to one and ones that dealt with price – were the biggest winners with consumers, according to an analysis of October ad spots by Los Angeles-based advertising research firm Ace Metrix.
Darden Restaurants and Burger King were the big winners for the month, airing short, 15-second spots that also focused on value for the dollar.
Ace Metrix ranks the top commercials of the segment by its proprietary Ace Score, a measurement of how persuasive and watchable an advertisement is, based on consumer survey data. The maximum possible Ace Score is 950.
Of the 40 new commercials that hit the airwaves in October, 18 were 15-second spots, which is a much higher prevalence of shorter ads than in a typical month, Ace Metrix vice president Jack McKee said. The average Ace Score for 15-second spots was 583, higher than the restaurant industry norm of 578, he added.
Six ads in the top 10 — which included an eleventh spot because Yum! Brands Inc. and KFC tied for the No. 10 ranking with separate commercials garnering the same score — were 15-second commercials, The top-scoring spot was from Olive Garden, which promoted its $6.95 Half Panini Lunch and had an Ace Score of 674.
“The rule for October seemed to be, ‘Keep it short, and keep it value-focused,’” McKee said. “The 15-second ads’ average Ace Scores were higher than the industry norm and higher than the average for the 30-second spots.”
In addition to its No. 1 overall ranking for the Olive Garden spot, Darden Restaurants appeared two more times in October’s top 10, with the No. 3 ad for LongHorn Steakhouse, scoring 648, and another Olive Garden spot tied for No. 7 with an Ace Score of 609.