updated 12:33 pm EDT, Thu June 27, 2013
Continues trend started with recent iPhone ads
Apple's "Designed by Apple" TV ad isn't scoring well with test audiences, says consulting firm Ace Metrix. The spot scored just 489 on an Ace Metrix scale, the lowest among 26 Apple ads aired during the last year, and below even a 542-point industry average. In the past, some Apple campaigns have scored over 700. Each Ace Metrix survey is based on at least 500 TV viewers.
Although Designed by Apple is believed to be the start of a new marketing campaign focusing on corporate branding rather than product features, recent iPhone ads have also faired poorly. The ads, which concentrated on people using the iPhone in daily life, earned scores of just 560 and 537 on the Ace Metrix scale.
Viewer complaints about the new ad are said to include a lack of informative content, "sad" music, and a long 60-second running time. Male viewers disliked the ad the most, particularly those over 21. The commercial did do better with female audiences.
Apple's chief rival, Samsung, has conversely done well in recent months. Since May, eight Samsung ads have scored an average of over 600. The new Apple campaign is reportedly aimed at countering companies like Samsung, which in some cases have products with more features at lower prices.