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CNN 100 Ads Eardley Factor Evaluation

Here are the results of the latest Eardleyfactor .com evaluations of television commercials shown on CNN between March 3rd and March 19th, 2005.
In order to be objective, the analysts quite deliberately avoided researching the names of parent companies or the agencies involved in the production of the work.
Note: Evaluative scores were interpreted into their numerical Eardleyfactor from zero to ten. One would stress that the evaluation concerns itself with interpretation of the overall effectiveness of the 'ad'-not the product itself.
Interested parties are referred to the home page Introductory Statement in which explains that the judgments are based on a model derived from truths proven in excess of 25,000 clinical interactions over many years.
The following results are for information only-though as always, comments are welcomed as well as feedback from those with a high interest in the Eardleyfactor.

100 Ads, CNN Thursday, March 3, to Saturday, March 19, 2005

No. Product EF
1. B.A.S.F. 7.1
2. Advil 5.7
3. Florida Keys 6.4
4. Morgan Stanley 5.1
5. Celebrity Cruises 5.4
6. ChoiceHotels.com 4.4
7. Bayer 6.0
8. TIAFF 4.1
9. Office Depot 5.8
10. Nextel 6.8
11. Rolaids 5.4
12. Housevalues.com 5.0
13. Dell Computers 5.1
14. Humera 4.4
15. Prudential Financial 6.7
16. USA Today 4.1
17. Morgan Stanley (Retirement Home) 7.1
18. Hyatt 6.2
19. Nexium 6.4
20. United Church of Christ 4.4
21. Neosporin 5.0
22. Samsonite 5.4
23. Select Quote 6.7
24. Ionic Breeze 5.4
25. Guinness Six Pack 7.0
26. Scotts Turf Builder 6.9
27. Relacore 4.1
28. Canon 5.8
29. Cialis 6.9
30. Wachovia 5.3
31. Dreamliner 6.1
32. Visine 4.3
33. Housevalues.com 4.9
34. Pedigree 6.0
35. Zocor 5.0
36. Saab 4.2
37. Waterhouse 4.6
38. MacMerrill 4.7
39. Just Listed 4.0
40. Cingular 5.6
41. Dell 6.2
42. HP Services and Tech 6.3
43. Bank of America 8.3
44. Priceline.com 4.7
45. Listerine 5.6
46. Lexmark 4.6
47. Morgan Stanley (Marriage) 5.2
48. Zocor (Diabetes) 5.7
49. Sandals 5.5
50. DiTech.com 5.1
51. Cisco Systems 4.1
52. Mutual of Omaha 4.7
53. Staples 4.4
54. Accura NDX 3.9
55. Janus 5.5
56. DirectTV 5.2
57. Visa Business 4.6
58. Boeing Dreamliner 7.1
59. Quotescope Ameritrade 6.2
60. Enzyte 3.2
61. Walmart 6.4
62. Viactiv 5.1
63. State Farm 5.9
64. Skyteam 4.1
65. Total Merrill 5.0
66. American Airlines 5.3
67. Sharp Digital Image 5.6
68. Hampton Inns 4.6
69. Buick Lacrosse 6.9
70. Travelocity 4.0
71. Vytorin 5.4
72. Janus 5.5
73. Lincoln Mercury 6.1
74. Fidelity 4.2
75. Microsoft 6.8
76. Volvo 6.0
77. Administaff 5.4
78. National Car Rentals 5.1
79. Cingular 5.4
80. Nasonex 5.1
81. E-Trade 3.7
82. Smartstart 5.1
83. Dell 4.9
84. DiTech.com (female presenter) 5.2
85. Toshiba 4.1
86. TIAACREF 3.7
87. Allstate 5.8
88. Visa Business 5.5
89. Walgreens (Beach) 7.2
90. Sudafed 5.8
91. Chrysler 5.0
92. Ester-E 4.2
93. Subaru 6.0
94. Enova Oil 5.6
95. Home Depot 5.4
96. High Mountain Dining 7.1
97. American Express 4.1
98. PIP 5.0
99. Apex 5.9
100. Ab Lounge 5.3
 

This latest presentation of the Eardleyfactor evaluation of 100 ads was characterized by a very significant degree of lack of positive cost-effectiveness with relatively few inspirational productions. This time there were many commercials which left the viewer with the distinct impression of nonmeaningful messages.

Bank of America scored an impressive 8.3. Also noted were Guinness Six Pack, B.A.S.F., High Mountain Dining, Walgreens (Beach), Boeing Dreamliner, and Morgan Stanley (Retirement).

All in all, with few exceptions, these were a rather lower set of
Eardley factors, suggesting a misuse of advertising spend, whilst 31% were evaluated as actually downplaying the product they set out to enhance. Only 26% were able to score 6.0 or higher on the Eardleyfactor scale. In conclusion, this survey noted the industry's inability to produce positive advertising output.

Robert Jack Eardley, M.D.                                                              Robert Francis Eardley, Cert. Ed., B.A.
3366 Commodore Drive                                                                  e-mail: robertfrancis@eardley.org
Lexington, Kentucky 40502-3602
(859) 229-7714
For those interested e-mail
inquiry@eardleyfactor.com
or
robertjack@eardley.org