Based on data from Ace Metrix, who surveys TV watchers to determine how persuasive and entertaining an ad is, Apple's in-house ads have received a cooler reception from viewers on average. Apple started moving ad development in-house following some conflict with its usual agency.
The two best performing ads that Apple released since late last year have been from TBWAMedia Arts Lab. The top ad showed musicians using iPhone apps to produce a cover of 'Gigantic' by the Pixies. In second was an ad that showed a teen making a home movie during the holidays. The ad scored well in "likeability" and "relevance" but not as well in convincing consumers to purchase an iPhone.
The highest-scoring ad from the Apple team is its most recent. The spot highlights how iPhone owners can use the device to exercise, set to the strains of an old-timey song called "Chicken Fat." It earned a score of 611 from Ace Metrix, not far behind TBWA's holiday ad. The worst-performing commercial in the past year, done by the in-house team, was a high-spirited spot for the iPhone 5c that showed a wide variety of people saying hello with Apple's lower-priced phone.
Overall the in-house team's ad scored an average of 548 compared to 580 for the ads made by TBWAMedia Arts Lab.