White Papers Archive - ABX

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ABX breaks down key industry insights to support your advertising needs.

ABX Super Bowl 2026

Super Bowl 2026 Ads Focused on Entertainment Value

Instead of Creative Effectiveness 97% of the Ads Performed Worse for Women than Men It continues to amaze us that an $8 million investment in a Super Bowl ad is accompanied by ad creative that is relatively ineffective. Super Bowl...

Passionate Sports Fans Drive Ad Results

2025 NCAA Womens Final Four Advertising

Insights from the ABX Sports Impact Index™ highlight unexpected audience dynamics shaping sports advertising effectiveness. Why Sports Advertising Performance Isn’t What Most Brands Think Sports advertising has long been viewed as a reliable way to reach highly engaged audiences. Large...

Reputation is the Secret to More Creative Impact in Sports Creative White Paper

Super Bowl Ads That Build Reputation

Reputation is the Secret to More Impact in Sports Creative. The ABX Sports Impact Index™ Reveals a 62% Lift in Reputation Proven on Super Bowl 2025 Ads. If your ad campaigns are using sports media, optimizing your creative using the...

Overcoming the "Achilles Heels" of Creative Measurement

Overcoming the “Achilles Heels” of Creative Measurement

Creative effectiveness accounts for 40-60% of the sales driven by advertising. However, this critical data is rarely included in the Marketing Mix Models (MMM) used by CMOs to evaluate the success of their campaigns. Instead, the Models rely on quantitative...

Super Bowl Advertisers - Wake Up!

Super Bowl Ads 2024 Were The Weakest In A Decade

Successfully Conveying Brand Authenticity through Environmental Issues

The worst thing an advertiser can do is “greenwash” their ads with a pretense of truly aligning their brand with the issue or grab a current issue like “Covid” as a way to showcase unrelated products with no real commitment...

Decrease Advertising Investment Risk and Build ROI

This short eBook will show you how to decrease your advertising investment risk and enhance ROI through the use of real-time creative insights. These insights are based on the benchmarking of more than 100,000 ads across TV, radio, newspaper, magazine,...

Creative That Works Across All Media

Why is it important that your advertising creative works well across different media channels? Multi-channel digital marketing is crucial as it enables businesses to expand their audience reach significantly. By leveraging various digital platforms, businesses can penetrate new markets and...

Super Bowl VS World Cup

Super Bowl 2023 Vs World Cup 2022 Advertising

This is ABX Benchmark Index's and Bottom-Line Analytics fifth year of reviewing the effectiveness of Super Bowl advertising. This year, we have added a comparison between Super Bowl 2023 and World Cup 2022.