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Report: Top Rated Ads Indicate Consumer Interest in 3DTV

5 Apr, 2010 By: Erik Gruenwedel

A Samsung Electronics ad for a new 3D LED television ranked No. 1 among the TV spots for creative effectiveness for the quarter ended March 31, according to a new report.

The ad, which scored 736 points out of a possible 950, including 759 points for persuasion and 677 points for watchability, beat out an advertising campaign for the Apple iPad, according to Ace Metrix, a Los Angeles-based media measurement company.

In the Samsung ad, a family is shown at an aquarium where the father reaches in and removes a piece of the aquarium to take home. Later, while the family watches the TV at home with 3D glasses on, the young son reaches up to touch a giant sting ray as it swims out from the set.

“The high score of the Samsung spot reflects a growing consumer interest in all things 3D, propelled by the huge success of the movie Avatar,” said JuYoung Lee, co-founder and chief scientist at Ace Metrix. “Perhaps this time mainstream consumers are indeed ready to embrace 3D TV.”

Another Samsung TV spot titled “Monsters & Aliens Invade Home,” ranked third among the Top 10 quarterly ads.

Peggy Ang, VP of marketing communications at Samsung Electronics America, said the TV campaign was intended to depict 3D TV as an immersive experience that allows consumers to bring the 3D theatrical experience into the home.

Indeed, consumer fascination with 3D movies continues unabated following the No. 1 opening weekend box office performance for Warner Bros.’ remake of Clash of the Titans, which generated more than $61 million in largely 3D ticket sales.

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