Metrics: Samsung's anti-iPhone ads have lost effect
updated 06:50 pm EST, Fri February 3, 2012
YouGov says Galaxy S II spots no longer past Apple
Metrics from ad tracking agencies has hinted that Samsung's TV ad campaign has lost momentum. YouGov BrandIndex has posted updated ad effectiveness tracking that suggests the buzz, or conversation around the brands, has leveled off. Its score has climbed since October, from 18 to 26, but Apple has also grown in the same space of time to get a comfortable lead at 34.
AceMetrix, in the meantime, has also showed that Samsung wasn't ranking as highly. Among its regular panel viewers, Apple's ads scored an average of 659 out of 900 since the October iPhone 4S launch where Samsung's have sat at 600.
The two haven't given direct explanations for the differences, although they may relate to the spirit of the ads. Apple's ads, including its well-received Santa spot, have continued to focus on showing the actual functionality and taking a positive attitude. Samsung's ads have mostly just attacked iPhone owners and were said to mostly be focusing on newcomers to smartphones and existing Android owners.
The news could prefigure trouble for Samsung's Super Bowl commercial. It it doesn't take a significantly differnet tactic, it may face the same lukewarm reception of its ad from 2010 as well as Motorola's 2010 and 2011 ads. Viewers historically haven't shown signs of responding to ads that try to criticize Apple. [via Business Insider]
Via Facebook
Joined: Feb 2012
Why it fails for me
The folks in line are (a poorly drawn charicature of) people I know. The lines I've been in have an almost shocking variety of people, not a subset as shown here, but a microcosm. The Samsung spokesman role is played by a model aimed to be the most moderately attractive, least potentially offensive (I.e. white bread) image. Then they implicitly criticize my friends.
It's only effective on the crowd that already believes the stereotype. Makes me wonder how desperate Samsung is to avoid defection.