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...

Today's post is an approved reprint of Debbie Laskey's recent post on the topic above.  Debbie has two decades of marketing experience and an MBA Degree. She developed her marketing expertise while working in the high-tech industry, the Consumer Marketing...

This is Michael J. Wolfe's fifth annual & comprehensive review of Super Bowl advertising effectiveness. Wolfe is CEO of Bottom-Line Analytics, an award-winning market mix modeling and advanced analytics expert who dives into every article he writes with a depth that...

This is Michael Wolfe's annual review of TV commercials for Super Bowl 2020 using data from Advertising Benchmark Index or ABX.  Wolfe is CEO of Bottom-Line Analytics and a foremost thinker in the realm of market mix modeling. His purpose here is not...

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...