Liquid I.V. Owns July’s Top CTV Ad by Breakthrough

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 July. 

July’s CTV ad rankings reflected a mix of creative strategies and strategic use of nostalgia to exceed benchmark ad breakthrough scores. Campaigns ranged from dynamic, high-energy product storytelling to executions leveraging celebrity partnerships and cultural references. The data suggests that elevated CTV ad performance is often driven by a combination of distinctive creative elements, authentic or recognizable personalities and nostalgic connections that resonate with target audiences.

Key highlights from July’s top CTV performers:

• Chart newcomer Liquid I.V. takes first place with, “I.V. O’Clock,” scoring 30% above the CTV ad breakthrough norm. The spot combines lively visuals and a zero-sugar health pitch to make afternoon hydration feel fun.
• Social media personalities Joe and Frank Mele star in Gillette’s “Ain’t My Old Razor,” snagging a 19% lift over the norm through playful father-son banter that highlights product benefits. Gillette also claimed the No. 8 slot, with another ad posting a 14% breakthrough boost.
• Subway harnesses nostalgia with its No. 5 commercial: Christopher McDonald revises his role as Shooter McGavin from the original Happy Gilmore movie to promote the restaurant’s new “Happy Gilmore Meal,” a tie-in to the premiere of Happy Gilmore 2 this summer.  The spot scored +15% above the ad breakthrough norm, showcasing the power of nostalgia and strategic brand collaborations.