USAA TV Ad Strikes a Patriotic Chord, Performs +30% Above Linear Norm

Advertisers use a variety of techniques to make sure their ads resonate with audiences and are memorable enough to spur action. Patriotism has been a one of the key themes so far this year, and in May, USAA harnessed that to successfully break through with audiences, according to MarketCast’s analysis of the top linear TV ads for the month. 

• USAA's "Wore This" ad shows people from all walks of life donning their military uniforms, and explains how service members' families can also get benefits. It scored an impressive +30% above the norm for ad breakthrough (i.e., how well viewers remembered the ad and correctly linked it to the brand).
• Liberty Mutual's golf-themed spot landed at No. 2 spot (+22% ad breakthrough), with a second, longer version taking fifth place (+21%). 
• Ads from McDonald’s and Wingstop also scored +22% above the ad breakthrough norm, taking third and fourth place, respectively. 

“USAA’s latest spot resonated with its core audience by delivering a powerful message around the Memorial Day holiday: if your family has served, USAA is for you,” said Amy Fenton, President of MarketCast. “The ad instilled pride and connection, hitting home with veterans and their families through clear, heartfelt storytelling.”

Check out May’s top CTV ads here.