Creative Assessment - THE MEASURE

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Creative Assessment

A collection of 14 posts

Audi TV Spot Stands Out in February

Audi TV Spot Stands Out in February

It inspired notable purchase intent: 62% of surveyed viewers said they were "more" or "much more" likely to purchase after seeing the ad.

Disney Owns Women’s Most-Liked TV Spot of 2024

Disney Owns Women’s Most-Liked TV Spot of 2024

Disney's "Ultimate Toy Drive" outperformed the all-industry likeability norm by 32%.

Rocket Records Consumer Intent Win Among Super Bowl Spots

Rocket Records Consumer Intent Win Among Super Bowl Spots

With 2025's "Buy-Now Bowl" promoting immediate action for consumers to purchase goods/services after seeing Super Bowl ads, you could argue that purchase and visit intent has never been more important for advertisers. iSpot's annual Super Bowl TV transparency report showcases some of the

Data: Racy Super Bowl Ads Worth The Risqué?

Data: Racy Super Bowl Ads Worth The Risqué?

Data from iSpot Creative Assessment goes back to 2014 to reveal the sharp downward trend in ads scoring for "risqué" among those surveyed.

How 'Challenger' Brands Have Found TV Ad Success

How 'Challenger' Brands Have Found TV Ad Success

While brand market share doesn't guarantee TV advertising will successfully resonate with consumers – it can help. As a result, newcomers in various spaces sometimes have to try harder to cut through with audiences, since they're not just selling products or services, but introducing themselves altogether to

Coca-Cola AI Holiday Ads Scoring Likeability With Consumers

Coca-Cola AI Holiday Ads Scoring Likeability With Consumers

Even before Thanksgiving, numerous brands were off and running with holiday video advertising. iSpot Creative Assessment data showcases the most likeable of this year's new holiday-themed spots – including high scores for Coca-Cola's AI spots. * iSpot data shows that two of Coke's AI spots airing

Which New NFL Ads Are This Season's Most Likeable (So Far)?

Which New NFL Ads Are This Season's Most Likeable (So Far)?

It's no simple feat for ads to stand out during NFL games. Yet, brands take another shot at it every season, attempting to find new ways to land with live games' enormous TV audience. New iSpot Creative Assessment data takes a look at this season's

Are NFL-Themed TV Ads More Effective With NFL Fans?

Are NFL-Themed TV Ads More Effective With NFL Fans?

Utilizing NFL spokespeople is not a new concept during games. But given the price tags attached to many of these engagements, brands want to know if it's truly worth paying for the NFL sponsorship and/or famous face. iSpot Creative Assessment data would seem to indicate yes. * Looking

Lemonade Giveback Spurs Positive Consumer Purchase Intent

Lemonade Giveback Spurs Positive Consumer Purchase Intent

Corporate philanthropy can entice consumers to buy products and services. One recent example? Lemonade's online-only "Join Now" ad, which focuses on the brand's giveback program. Creative assessment data from iSpot shows the spot generated the most positive purchase intent of any insurance ad appearing

Which Retail TV Ads Are Scoring The Highest Positive Purchase Intent?

Which Retail TV Ads Are Scoring The Highest Positive Purchase Intent?

With retailers already fully into the swing of holiday ad plans, iSpot recently looked at which retail ads were driving the most positive purchase intent – surveyed consumers indicated they were "more" or "much more" likely to buy the product after seeing the spot – since April 1.

Safelite Winning On TV With Drama, Likeability

Safelite Winning On TV With Drama, Likeability

During the month of May, Safelite Auto Glass's "Busy Working From Home" was the No.2 most-seen ad on TV, according to impressions data from iSpot. But creative, which debuted in late April 2024, was not just seen a ton. It was also pretty well-liked by

Super Bowl Ads Show Storytelling Decline

Super Bowl Ads Show Storytelling Decline

Narrative-focused ads may provide better results for brands advertising during the Super Bowl, yet in recent years, that emphasis has declined in favor of a focus on celebrities and humor – according to recent research from iSpot. * Since 2020, Super Bowl ads with a narrative focus (as measured by verbatim responses

Streaming Services Hit The Right Holiday Promo Notes

Streaming Services Hit The Right Holiday Promo Notes

There is no shortage of holiday ads on TV right now, but some spots are landing better than others for audiences. And while many industries are finding success with their respective holiday commercials, responses from iSpot's Creative Assessment Survey shows that some of the most effective ads so

PopCorners’ First Super Bowl Spot is 'Breaking Good'

PopCorners’ First Super Bowl Spot is 'Breaking Good'

PopCorners makes its Super Bowl debut this year with a spot based on Breaking Bad and its stars, Bryan Cranston and Aaron Paul. Using the hit show is working for consumers before the game. iSpot Creative Assessment Survey data shows the commercial is garnering 13% more attention than the norm