ABX Advisory

Insights on Advertising Effectiveness to Boost ROI and ROAS

What Were they Thinking? The Five Worst 2016 Super Bowl TV Ads

Posted by Gary Getto on Feb 16, 2016 12:03:13 PM
In Friday’s post, we looked at the Top Five Super Bowl 2016 ads and why they were truly “Effective” as opposed to just “Likable.” We also said this year’s crop of ads was disappointing compare to years’ past, with 2/3 below “average” as measured by ABX ad effectiveness research.  We didn’t even mention the ads at the bottom of the rung, which include some real zingers that we'll dissect today.  BTW, if you're interested in seeing how creative performs in other mediums, take a look at our resources page, " Integrated Marketing in Every Channel."

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Topics: Super Bowl 2016

The Truth About the Top Five Super Bowl TV Ads

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 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."
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Topics: Super Bowl 2016

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