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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• 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."