Advertising for the 2016 Super Bowl was disappointing, to say the least. Of 61 TV spots evaluated by ABX:
- Only 22 (36%) were equal to, or above, the “average” ABX Index for TV ads
- Only eight (13%) were “excellent” based on ABX benchmarks
The Top Five ads below are all linked to live creative and show close-ups on scores for the various KPIs. There's a lot to learn about advertising effectiveness by studying these successful ads. For great examples of successful ads in other media types, see our resources page, "
Integrated Marketing in All Media