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Resources > White Papers > Super Bowl Ads That Build Reputation

Super Bowl Ads That Build Reputation

Resources > White Papers > Super Bowl Ads That Build Reputation

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 ABX Sports Impact Index™ will generate lift in creative effectiveness and a significant improvement in purchase intent and long-term brand loyalty (Reputation).

With Super Bowl 2026 around the corner, traditional metrics for 2025 Super Bowl ads were compared with insights generated by the ABX Sports Impact Index to see how it compared to ordinary testing based on a GenPop audience. Results showed an ad effectiveness lift of 62% in Reputation, 43% in Purchase Intent, 33% in Any Action and 22% improvement in the ABX Index™, which is a single-score ad effectiveness index comprised of 14 KPIs.

Meaningful insights on effective sports-related ads were seen across demographics, ethnicities, social sensitivities and geographies. And they have been consistent when measured in 19 countries.

Research Discoveries

Creative impact improves when sports-themes and/or sports celebrities are properly incorporated into ads – but only if the celebrity isn’t the sole focus. And pairing the right creative with the right sports programs supercharges your story. (See full research here as presented by ABX at the 2025 ANA Masters of Marketing Conference). Now, KPIs that matter:

  • Build sports ads that will impact Reputation – Below are example scores for seven Super Bowl 2025 ads measured by GenPop (Blue) and the Sports Impact Index (Orange). Reputation measures whether viewers feel better about the brand after being exposed to the ad. The added insights from the proprietary ABX algorithm show the incredible lift for this KPI.

Reputation

  • Reputation drives purchase intent – So, rather than doing a hard-sell in sports advertising, focus on creative that stimulates brand Reputation. Purchase follows.

Purchase

  • While purchase is a critical result, improving Any Action is a win – At a 33% average lift for these seven Super Bowl ads as seen through the ABX Sports Impact Index, Calls-to-Action like Contact Company, Visit Website, Look for Product, Recommend Product and Talk About Product, are all part of the customer journey to Purchase.

Any Action

  • The Sports Impact Index shows a 22% lift against the ABX Index based on GenPop – The sensitivity of the Sports Impact Index to sports fans pops-out in the chart below.

ABX Index vs ABX Sports Impact Index

In Summary
As Creatives formulate sports ads from basic concept through iterations, pre-tests with the ABX Sports Impact Index™ provides critical guidance to ensure success. The Index is consistent across all marketing variables and yields insights available nowhere else.

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ABX Advertising Benchmark Index, (www.adbenchmark.com), is a data science company that drives ROI through creative excellence in advertising and marketing. ABX evaluates client creative against the world’s largest syndicated database of in-market ads, across media types, with more than half-a-million ads measured to date. Insights are accessible and affordable through its Global Multimedia Platform and Creative Feedback Loop™. Services also include in-market pre-tests, trackers, product placement/integration, entertainment and gaming, podcasts, short-form radio on mobile and more. ABX is a research partner to the Association of National Advertisers (ANA) and the Radio Advertising Bureau (RAB).