def experiment_rank_by_average_normalized_score(experiment_pivot_df):
    """Creates experiment level ranking by taking the average of normalized per
    benchmark scores from 0 to 100, where 100 is the highest reach coverage."""
    # Normalize coverage values.
    benchmark_maximum = experiment_pivot_df.max(axis='columns')
    normalized_score = experiment_pivot_df.div(benchmark_maximum,
                                               axis='index').mul(100)

    average_score = normalized_score.mean().sort_values(ascending=False)
    return average_score.rename('average normalized score')