The ad carried the Cupertino based firm ahead of some other companies that are known for their holiday ads such as Pillsbury, Coca-Cola and Nintendo. Out of a perfect score of 950, the Apple iPhone 4S ad scored 652 in a scoring system that measures "ad creative effectiveness based on viewer reaction to national TV ads.” That score was 8% higher than the average received by other ads in the tech category.
While ads for Apple products have not reached the point where they make viewers cry, the tech giant is known for some of its spots over the years including the famous 1984 Mac ad from the Super Bowl, the Think Different ads and the original Apple iPhone Hello spot. Ironically, the late Steve Jobs originally hated the Think Different campaign although the late Apple co-founder eventually had a change in heart.
Ace Metrix's scores come from randomly selected viewers, which it says are "representative of the U.S. TV viewing audience."
source: GigaOM via MobileSyrup