Sports Advertising

Evaluating ads in unexpected media placements can be like finding a pot of gold in a kitchen cabinet.

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...

For all the glitz, glamour, and CGI, why did 72% of Super Bowl ads miss the mark in driving consumer action for their brands? And why did overall average creative effectiveness for all ads dip to the lowest point in...

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...

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...