Resources
> Super Bowl
Super Bowl
The ABX take on advertising
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.
Learn More
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...
Learn More
Seventy-Two Percent of Super Bowl Ads Miss the Mark in Driving Viewers to Act
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...
Learn More
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...
Learn More