Maximize your sports-related advertising and sales lift, with the new ABX Sports Impact Index™.

Measure What Truly Drives Sports Advertising Performance

The ABX Sports Impact Index™ is a proprietary, single-score solution designed to help marketers understand, optimize, and maximize the true impact of sports-related advertising—both before and after it airs.

Built on one of the world’s largest syndicated databases of in-market advertising, the Index isolates how sports passion translates into measurable creative effectiveness, brand reputation, and commercial return across all major media channels.

The ABX Sports Impact Index™ was officially unveiled at the 2025 ANA Masters of Marketing Conference, introducing a standardized, data-driven framework for evaluating sports advertising performance.

Why Sports Creative Demands Its Own Measurement

Decades of independent research confirm that creative quality is the single greatest driver of advertising effectiveness, yet creative performance remains under-weighted in many marketing analytics models.

Sports-related advertising introduces additional layers of complexity—emotion, fandom, identity, and cultural context—that traditional measurement approaches are not designed to capture.

The ABX Sports Impact Index™ closes that gap by quantifying how sports-related creative performs relative to all other in-market advertising, using the same proven methodology ABX applies globally across media types, categories, and markets.

What the ABX Sports Impact Index™ Reveals

ABX research demonstrates that sports-related advertising can deliver higher creative effectiveness than non-sports advertising, particularly when aligned with engaged fan audiences and strong creative execution.

Using a consistent methodology across media and markets, the Index helps marketers understand:

• How sports-related creative performs against all other in-market advertising
• Which creative elements drive lifts in Reputation, engagement, and effectiveness
• How different sports contexts and audiences influence performance outcomes

This enables marketers to move beyond assumptions and make informed, evidence-based decisions about sports advertising investments.

Women’s Sports Advertising: A Growing ROI Opportunity

ABX research indicates that advertising aligned with women’s sports programming represents a compelling opportunity for brands, delivering meaningful lifts in key creative performance metrics, including Reputation and GEM®.

As women’s sports audiences continue to grow in scale, engagement, and cultural relevance, the ABX Sports Impact Index™ provides marketers with the tools to evaluate sponsorship and advertising opportunities through a rigorous, ROI-focused lens.

Importantly, the Index does not position women’s sports in opposition to men’s sports. Instead, it enables objective evaluation across all sports advertising, ensuring investment decisions are guided by data, not assumptions.

Featured Sports Impact Analyses

The ABX Sports Impact Index™ is supported by ongoing, real-world analyses that demonstrate how sports advertising performs in high-profile environments using the same standardized ABX methodology.

Super Bowl 2025 Analysis
An in-depth examination of Super Bowl advertising performance, highlighting how creative execution influences Reputation, engagement, and overall effectiveness.
→ View the Super Bowl 2025 Sports Impact Analysis

2025 NCAA Women’s Final Four Championship Game Analysis
A focused analysis of advertising aired during the Women’s Final Four, showcasing how women’s sports programming can drive strong creative performance and brand impact.
→ View the Women’s Final Four Sports Impact Analysis

Additional sports, leagues, and championship analyses will be added as the ABX Sports Impact Index™ continues to expand.

Why Test Sports Advertising Before You Sponsor or Advertise

Sports sponsorships and sports-related media placements represent some of the most visible and high-stakes investments brands make—yet creative performance is often assumed rather than measured until after campaigns are live.

Testing sports advertising before sponsorship commitments or major media investments allows brands to:

• Understand how creative resonates specifically with sports fans
• Identify which messages, athletes, and narratives drive Reputation and engagement
• Reduce financial and reputational risk in high-profile environments
• Optimize creative before significant media dollars are committed

The ABX Sports Impact Index™ enables brands to benchmark sports creative against all other in-market advertising, supporting confident, data-driven decision-making.

One Index. All Sports. All Media.

The ABX Sports Impact Index™ was designed to evaluate the full spectrum of sports advertising—including men’s sports, women’s sports, leagues, athletes, and sports-themed creative—across all major media channels and global markets.

Whether brands are investing in long-established sports properties or emerging opportunities, the Index provides a consistent, objective benchmark to help optimize creative, strengthen brand performance, and improve return on sports media investments.

Sports Advertising Is Growing.

Make Sure Your ROI Grows With It.

Contact ABX to learn how the ABX Sports Impact Index™ can help you test, optimize, and maximize the impact of your sports advertising.