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The best credit card ad on TV

By Jeanine Skowronski · Bankrate.com
Thursday, July 10, 2014
Posted: 4 pm ET

Sorry, Tina Fey. The most effective credit card commercial on television right now belongs to Discover, according to Ace Metrix.

The issuer's "Same Page" commercial -- which features a consumer and a customer service rep chatting about fraud/frog protection -- posted the highest score (592) in the latest rankings from the television advertising analytics firm.

Bank of America's "Norm the Barbecue Champ" and and Capital One's Samuel L. Jackson Quicksilver "Everything" spot ranked second and third with scores of 590 and 582, respectively.

Ace Metrix surveys a panel of 500 consumers to score national advertisements on a scale of 1 to 950. Scores are compiled using an algorithm that accounts for persuasiveness (how likely the viewer is to buy the product) and watchability (whether they would watch the ad again). The latest rankings capture ads that debuted between April 1 and June 30, 2014.

Discover's ad stands out because "it is very relatable," says Jonathan Symonds, executive vice president of marketing for Ace Metrix. "People like the story line and the characters." They also appreciate its classic wit.

"Sarcasm doesn't work as well as classic -- call it, safer – humor," he says.

Still, issuers' marketing departments are fighting a bit of an uphill battle as credit card ads generally do not perform as well as other industry categories. (Ace Metrix's top-ranked commercial, courtesy of Google, netted a score of 667, for instance.)

"That gets at the fact that credit cards, by definition, are a little more polarizing" than other brands, Symonds says. Not everyone, for instance, carries the payment method, due to more stringent regulation and an increased awareness of its pitfalls, post-recession.

Has a credit card ad ever enticed you to sign up for a particular piece of plastic? What credit card commercial stands out to you? Let us know in the comments below!

Follow me on Twitter: @JeanineSko.

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7 Comments
Suzanne Blumenauer
July 20, 2014 at 5:22 pm

Poor Christopher.

Suzanne Blumenauer
July 20, 2014 at 5:20 pm

A stupid commercial.
No, I haven't already said that, but I'll be happy to say that again!

Suzanne Blumenauer
July 20, 2014 at 5:18 pm

A stupid commercial.

InDebtToMyEyeBalls
July 20, 2014 at 3:45 pm

Credit cards are Satan's Pitchfork! If you can't afford to pay with your debit card, a check, or with cash, you can't afford a credit card!
Points? Hey only 5000 points for a toaster!
Miles? How much did you pay for those miles when your payment was 1 hour late and they hit you with a fee and jacked up your interest rate?
PROTECTION (insurance)?? I have to make monthly payments on the insurance I have now. Can't eat it. Can't wear it. Won't keep the rain off my head.
I really wish they would print credit card offers on newsprint so they burn better when I use them to start my barbeque.
For the credit card debt that I have paid off in last 10 years that started as a vacation to a cheap Florida vacation Hole-In-The-Wall resort, I could have paid cash for a Condo in Hawaii!

Evelyn M.
July 18, 2014 at 11:30 pm

Hello, my concern is When I paid my capital one credit card, I had to call the company because, out of my 78.00 dollar payment I was given only 77.14 credit as a payment, the Rep was very apologetic, and said I was given the full credit of 78.00 Dollars but it was clear and in plan site my payment was credited 77.14, I've heard of some dealings were someone skims pennies off of dollars because it's not noticeable, is this possibly was I'm Witnessing,? I need some answers, and since I read your site all the time, I thought I'd ask you.

Christopher stewart
July 14, 2014 at 3:12 am

Thx 4 ur e-mail sight it has helped me 2 know about credit cards!

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