Ace Metrix (www.acemetrix.com), which specializes in analytics for television and video advertisers, says its studies show that that the new ads for the iPhone 5 performed extremely well among U.S. TV viewers.

The top two iPhone ads -- one that portrays the new panoramic photo feature and another that reveals the new headphones -- ranked among the top three mobile phone ads year-to-date. Those ads out-performed their two counterparts from Samsung which mixed Galaxy S III features with a poof of the Apple fanboy lines.

"While they are still neck and neck with Samsung from ad effectiveness perspective in the mobile phone category, Apple’s performance in promoting the iPhone 5 was an improvement vs. many of the recent celebrity efforts for Siri," says Peter Daboll, CEO of Ace Metrix. "However, the iPhone 'launch' ads almost always perform well – part of the 'i-phoria' that accompanies these new product introductions."

While the new iPhone ads appealed across demographic breaks, they performed particularly well with younger women, especially wealthier females. In addition, the panoramic camera ad appealed heavily to moms, while the other three ads skewed more heavily to a younger audience, according to Ace Metrix.