Sports Advertising

Today's feature is re-purposed from the LinkedIn blog of Michael Wolfe, CEO of Bottom-Line Analytics and Global Analytics Partners and expert on marketing ROI, advertising effectiveness measurement and big data analytics. Michael teams up with ABX on market mix modeling and other projects....

Likability is neither predictive of creative effectiveness nor highly correlated against other key metrics.  When we don’t copy-test an ad, we judge the ad based on whether we like it or not.  The result is lots of underperforming ads and...

In our last post, we looked at the Top Five Super Bowl 2016 ads and why they were truly “Effective” as opposed to just “Likable.” We also said this year’s crop of ads was disappointing compare to years’ past, with...

Super Bowl 2016 advertising was disappointing, to say the least.  Of 61 TV spots evaluated by ABX: Only 22 (36%) were equal to, or above, the “average” ABX Index for TV ads Only eight (13%) were “excellent” based on ABX...