ABX Research and Analysis on Compelling Advertising
Read on to get a competitive edge in creating effective ad.
Evaluating Ads in Unexpected Venues
Evaluating ads in unexpected media placements can be like finding a pot of gold in a kitchen cabinet.
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PROSPECTIVE SUPER BOWL 2025 ADVERTISERS – WAKE UP!
The 2024 Super Bowl generated an ironic achievement. It was blessed with an estimated record number of 120.3 million TV viewers on CBS alone, according to Nielsen. However, a seven-year longitudinal study by Bottom-Line Analytics (BLA), an advanced analytics and...
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Seventy-Two Percent of Super Bowl Ads Miss the Mark in Driving Viewers to Act
Why did seventy-two percent of Super Bowl ads miss the mark in driving viewers to act in 2024? And why did overall average creative effectiveness for all ads dip to the lowest point in a decade? And why did so...
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JCPenney Tackles New Audiences with NFL Sponsorship
JCPenney Tackles New Audiences with “Make It Count” and NFL Sponsorship When you think of large retailers and the NFL, what stores come to mind first? Dick’s? Walmart? Target? We’ll bet that JCPenney was not in the top-of-mind list. Last...
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Achieving Communication Greatness with Gatorades’ “Be Like the Greats” TV Campaign
On June 09, 2023, a lead story in Ad Age was PepsiCo-owned brand Gatorade reviving the “Be Like Mike” campaign. The new commercial is also one of the first ads launched under new Chief Brand Officer Anuj Bhasin. The new...
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Super Bowl 2023 & World Cup 2022 Advertising Effectiveness
This is our fifth year of reviewing the effectiveness of Super Bowl advertising. Our primary source for advertising testing continues to be from Advertising Benchmark Index (ABX). This year, we have added a comparison between Super Bowl and World Cup. The 2023...
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The Interdependence of Advertising, Storytelling, and Branding
Today's post is an approved reprint of Debbie Laskey's recent post on the topic above. Debbie has two decades of marketing experience and an MBA Degree. She developed her marketing expertise while working in the high-tech industry, the Consumer Marketing...
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Super Bowl 2022 Advertising Effectiveness … and Not so Much
This is Michael J. Wolfe's fifth annual & comprehensive review of Super Bowl advertising effectiveness. Wolfe is CEO of Bottom-Line Analytics, an award-winning market mix modeling and advanced analytics expert who dives into every article he writes with a depth that...
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Nike and United Airlines: A Paid, Owned and Earned Media Tale
Today's post looks at two case studies in integrated marketing communications - how paid and non-paid media interact in two major scandals - one with Nike and the other with United Airlines. The post is reprinted with permission from the Institute for Public Relations,...
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Lessons from Super Bowl 2020 Advertising Effectiveness
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...
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