ABX Advisory

Insights on Advertising Effectiveness to Boost ROI and ROAS

Super Bowl Ad Effectiveness: The Truth About the Top Five

Posted by Angela Jeffrey on Feb 12, 2016 11:18:29 AM
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 effective advertising by studying these successful ads.  For great examples of successful ads in other media types, see our resources page, " Integrated Marketing in All Media."
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Topics: Super Bowl 2015

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