Sports Advertising

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...

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...

Today's feature is re-purposed from the LinkedIn blog of Michael Wolfe, CEO of Bottom-Line Analytics and Global Analytics Partners and expert on marketing ROI, advertising effectiveness measurement and big data analytics. Michael teams up with ABX on market mix modeling and other projects....

Likability is neither predictive of creative effectiveness nor highly correlated against other key metrics.  When we don’t copy-test an ad, we judge the ad based on whether we like it or not.  The result is lots of underperforming ads and...

In our last 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...

Super Bowl 2016 advertising 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...