McDonald’s Pay with Lovin’ ad achieved an Ace Score of 706, one of the highest Super Bowl Ace Scores while Budweiser, Coca-Cola and Snickers tied for the number two spot.

Ads from Mercedes-Benz, Microsoft, Dodge, Doritos and Always completed the Top 10 list. 

Peter Daboll, CEO of Ace Metrix said: “An Ace Score over 700 is about as common as a perfect game in Major League Baseball: 0.06% of all ads over the past five years have scored above 700. McDonald’s has achieved Super Bowl gold.

“For the past few years, we’ve seen a shift away from sheer shock value and slapstick humour toward emotional connectivity in Super Bowl ads. Nearly every ad in the Top 10 embraced this emotional connection with the exception of Doritos and Snickers, which won on humour, attention, likeability and desire.”
 
The Ace Score is a measure of ad creative effectiveness based on viewer reaction to national TV ads. A sample of 500+ people, representative of the US TV viewing audience scores each ad.

The results are presented on a scale of 1–950 scoring on creative attributes such as Persuasion, Likeability, Information, Attention, Change, Relevance, Desire and Watchability. The list is based on ads that debuted during the beginning of Super Bowl game play through the final whistle on February 2, 2015.