Liberty Mutual Charges to No. 1 for CTV Ad Breakthrough
MarketCast's monthly rankings reveal which ads are resonating most with audiences.
Each month, market research firm MarketCast analyzes CTV and linear TV ads to reveal which ones are resonating the most with audiences. The rankings are based on ad breakthrough — how well viewers remembered the ad and correctly linked it to the brand. Here’s a look at the top CTV ads for August.
Liberty Mutual didn’t waste any time aligning with football’s return, a strategy that clearly resonated with audiences as it owned the No. 1 CTV ad by breakthrough in August. Meanwhile, Chick-fil-A gained momentum with two ads in the top 10 that showcased its pretzel bun sandwich.
- Limu Emu charges onto the football field in Liberty Mutual’s No. 1 spot “Streaker,” which scored ad breakthrough 31% above the norm.
- Gatorade and Skechers were tied in second place with ads that each had 28% above-average breakthrough. The Skechers ad simply but effectively highlights two important features (its slip-in sneakers that are also washable) in a fun way that gives a nod to parenthood.
- Chick-fil-A owns two of the top five ads by breakthrough, both harnessing tasty visuals to spotlight its pretzel bun sandwich. The commercials garnered a respective +23% and +21% ad breakthrough.
