Ace Metrix has named five casual-dining brands and five quick-service chains as some of the most effective advertisers of 2013, and those restaurants are in the running for the category’s “brand of the year” distinction, based on the firm’s proprietary television advertising analytics.

In early January, the brands with the highest “Ace Score,” which Ace Metrix calculates from consumers’ ratings of how watchable and persuasive TV commercials are, will be announced among several finalists: IHOP, LongHorn Steakhouse, Olive Garden, Red Lobster and TGI Fridays in casual dining, and Baskin-Robbins, Dairy Queen, Domino’s Pizza, Panera Bread and Pizza Hut in quick service.

The 10 brands that made the watch list for Ace Metrix’s “brand of the year” differentiated themselves from competitors with their own takes on their offerings, but also remained consistent throughout the year in their messaging, said Jonathan Symonds, the Mountain View, Calif.-based research firm’s executive vice president of marketing.

“There is not one recipe that works for all these guys, but within brands they’re highly consistent to their strategy,” Symonds said. “They’ve all had subtle shifts.”

As it has in Ace Metrix’s previous annual and quarterly studies, the casual-dining segment scored higher on average than the quick-service sector in the firm’s data collected through Nov. 15. Casual dining as a segment reported an average Ace Score of 581 out of a possible 950, compared with the quick-service average of 541.

Both segments outperformed the overall average Ace Score of 516 for all ads in all 20 industry categories that Ace Metrix tracks, Symonds noted. He highlighted the strategies of each brand in alphabetical order.