LEXINGTON, Ky.--(EON: Enhanced Online News)--Viamedia, the cable industry’s leading independent cable rep firm and provider of online advertising services, today announced the results of its recent survey to determine which of the year’s most popular viral ads Americans liked best. The winner? Pepsi MAX, whose “Test Drive” commercial features champion stock car driver Jeff Gordon in disguise test driving cars from a dealership. Liked by 66% of respondents, “Test Drive” has had nearly 40 million views on YouTube since March.
“Congratulations to all of these creative commercials for capturing the attention and imagination of America over the past year. All of these ads are winners, as they took advantage of online opportunities and went viral”
With its expertise in video advertising for cable and telecommunications providers, Viamedia tracked which commercials were generating the greatest online buzz and selected five top contenders. In addition to “Test Drive” were ads by Dodge, Dove®, Kmart, and Kraft. The study was conducted online by ORC international, which asked 1,000 random adults over the age of 18 which commercials they liked.
Pepsi Max’s “Test Drive” was especially popular with men (72%) but also did well with women (61%). Dove “Real Beauty Sketches” was the most viral video on YouTube (55 million plus views since April) and was the next most popular ad for women (57%), but was only liked by 40% of men. A similar discrepancy was seen in Kraft’s “Let’s Get Zesty” commercial which features a salad-making chef who could work nights at Chippendales. Nearly twice as many women preferred it (39% to 22%).
“Congratulations to all of these creative commercials for capturing the attention and imagination of America over the past year. All of these ads are winners, as they took advantage of online opportunities and went viral,” said Jeff Carter, CEO of Viamedia. “In our business, success lies in monitoring the temperature of the current ad environment and understanding which ads work with which audiences and which ones might suddenly spike in popularity with a fever pitch.”
Targeting the right audience can make a huge difference in a commercial’s success. Viamedia’s survey showed that the bathroom humor of Kmart’s “Ship my Pants” did only half as well with those over 65 (26%) as it did with the 25-34 (50%) and 35-44 (49%) age demographics. Likewise, the nostalgic tone of Dodge RAM Trucks’ “God Made a Farmer” appealed more and more to each advancing age demographic, starting with only 25% of those ages 18-24 before ultimately reaching a 66% popularity with American seniors.
Headquartered in Lexington, KY, Viamedia is a leading provider of outsourced local advertising sales services and provider of online advertising services. The company specializes in selling DMA-based advertising to local, regional and national advertisers on behalf of U.S. cable and telecommunications service providers, utility companies and municipalities. For more information on Viamedia, visit www.viamediatv.com. You can find us on Facebook at https://www.facebook.com/viamediatv or like us on Twitter @Viamedia_TV.
The study was conducted online using ORC International’s CARAVAN Omnibus survey on August 22-25, 2013 among a demographically representative sample of 1000 adults. Data was weighted to gender, age, geographic region, education and race. The weighting program assigns a weighting factor to the data based on current population statistics from the U.S. Census Bureau.