ABX Advisory

Insights on Advertising Effectiveness to Boost ROI and ROAS

Lessons from Super Bowl 2020 Advertising Effectiveness

Posted by Angela Jeffrey on Feb 13, 2020 3:44:33 PM

This is Michael Wolfe's annual review of TV commercials for Super Bowl 2020 using data from Advertising Benchmark Index or ABX.  Wolfe is CEO of Bottom-Line Analytics and a foremost thinker in the realm of market mix modeling. His purpose here is not just to review ad copy scores of individual ads, but also to understand key lessons of what makes these ads different from ordinary advertising and the special role they play in an advertiser's marketing mix, For more information, see our informational page - Creative Testing for ROAS, ROI and Predictive Analytics.


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Topics: Super Bowl Sunday

Poor 2019 Super Bowl Advertising for Female Gender Equality

Posted by Angela Jeffrey on Feb 28, 2019 11:02:42 AM

Last month, we listed the Top Five Super Bowl ads by how women were portrayed, and saw how those who treated women well also impacted their ad effectiveness. We also quoted Jack Neff of AdAge, who wrote that female gender scores did improve a little this year over last.  Now, let's look at five spots with poor female images according to the ABX Gender Equality Index™, and see what we can learn.


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Topics: Electronics, Gender Equality Measure, Super Bowl Sunday

Top Five 2019 Super Bowl Ads for Female Gender Equality

Posted by Angela Jeffrey on Feb 12, 2019 5:32:10 PM

Everyone's asking, "how did women do in the Super Bowl ads this year?"  "Did they appear empowered?" "Are they shown with respect?" The good news, according to Jack Neff of AdAge, female gender scores did improve a little this year over last.  But, there's still a ways to go.  Meanwhile, here are the top five ads by the ABX Gender Equality Index™ for Females.


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Topics: Automotive, Telecom, Cable and Internet, Gender Equality Measure, Corporate Image, Super Bowl Sunday

Lessons from 2018 Super Bowl Advertising Effectiveness

Posted by Angela Jeffrey on Feb 20, 2018 12:38:16 PM

Audience numbers for Super Bowl 2018 were down, thanks partly to the National Anthem controversy.  But ad effectiveness was the best in the past six years!  Does the lower audience mean these ads were just wasted creative spend?  Which demographic group really cares about them?  Unlike other polls on the "most liked Super Bowl ads," see what ABX and marketing mix modeler Michael Wolfe tells us about what is working in Super Bowl advertising, and why.  From a competitive advertising point of view, what a great show.  For more information about competitive intelligence in advertising, click here.


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Topics: Competitive Intelligence, Advertising Effectiveness, Super Bowl Sunday

Super Bowl Ad Effectiveness - the Worst Five for 2016

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 Sunday

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 Sunday

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