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Ad Ratings Case Study: World Cup Semi Final
The England vs. Croatia FIFA World Cup semi-final on July 11, 2018, became the largest commercial TV audience in UK history with 30 million viewers, presenting a significant advertising opportunity. A report by System1 highlights the effectiveness of emotional ads, which are shown to be 30% more likely to yield large business effects. While some brands capitalized on this moment, others missed opportunities with lackluster ads, with only a few achieving high ratings for long-term profitability.
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Ad Ratings Case Study: World Cup Semi Final
- 1. The England vCroatia FIFA World Cup semi-final on July 11 2018 attracted 30m viewers. It was the largest commercial TV audience in UK history. But did advertisers make the most of the opportunity?
- 2. A System1 AdRatings Special Report What would YOU do with 30 million viewers? @System1GroupSystem1Group.com
- 3. For every ad,Ad Ratings predicts Long-term profitability Short-term ROI Branding strength Why emotional response? Because… What is Ad Ratings? It measures emotional response for every ad that airs in our core categories
- 4. “Good Odds”, SuperBowl 2018 top brand Ad FeelMore50 “Dogs”, Super Bowl 2016 top Ad overall FeelMore50 “Basketball”, IPA Effectiveness winner Emotional Ads are 30% more likely to deliver very large business effects 81% more likely to be profitable for advertisers* The More People Feel The More People Buy *’The Long and the Short of It’ Binet &Field, IPA 2013
- 5. So the 21brands* who advertised to the biggest commercial TV audience in UK history had plenty to gain… *within the categories covered by Ad Ratings. Gambling and Retail brands not included.
- 6. …if they couldget it right. None Modest Good ExceptionalStrong 0% 0.5% 1% 2% 3% Long term ROI growth Share gains Star Rating | Predicts long term profitability The ONLY metric externally validated by the IPA to predict long term share growth
- 7. Star Rating |Predicts long term profitability 1.80 -0.90 2.00 -0.80 0.12 -0.13 0.10 -0.14 Brands with highest growth Brands with lowest growth Ad Ratings Prediction Actual growth FINANCIAL SERVICES 4 brands, 33 ads, £46m TV Spend AUTOMOTIVE 31 brands, 164 ads, £148m TV Spend The ONLY metric externally validated by the IPA to predict long term share growth
- 8. July 11th, 2018 TheAds @System1GroupSystem1Group.com
- 9. *1 2* 3*4* 5* Pre-Match (Croatia 0 England 0) +0% +0.5% +1% +2% +3% 6.47 PM 6.48 PM 6.48 PM BT Plus’ 60s “Song” looks lavish but tests as only a 2-Star. Strong use of music but suffers for its lack of story. Precise times and ad orders kindly provided by Ebiquity for this custom analysis.
- 10. *1 2* 3*4* 5* Half Time (Croatia 0 England 1) +0% +0.5% +1% +2% +3% 7.47 PM 7.49 PM 7.48 PM 7.49 PM 7.50 PM VW’s “Born Confident” is the first 3-Star ad of the night, with its likeable lead character. Precise times and ad orders kindly provided by Ebiquity for this custom analysis.
- 11. *1 2* 3*4* 5* End Of Half-Time (Croatia 0 England 1) +0% +0.5% +1% +2% +3% 7.57 PM 7.59 PM 7.58 PM 7.58 PM Facebook’s apologetic ad after its privacy scandals tried to strike an optimistic tone but viewers weren’t impressed: 1-Star. Precise times and ad orders kindly provided by Ebiquity for this custom analysis.
- 12. *1 2* 3*4* 5* 90 Minutes (Croatia 1 England 1) +0% +0.5% +1% +2% +3% 8.51 PM 8.53 PM 8.51 PM 8.53 PM 8.54 PM 8.52 PM One of the best ads of the night from Yorkshire Tea – though unfortunately it was only shown to half the country. Precise times and ad orders kindly provided by Ebiquity for this custom analysis.
- 13. *1 2* 3*4* 5* Full Time (Croatia 2 England 1) +0% +0.5% +1% +2% +3% 9.45 PM 9.46 PM 9.45 PM Comparethemarket.com’s ever-popular meerkats regularly score 5-Stars. This movie pastiche is slightly weak by their standards. Precise times and ad orders kindly provided by Ebiquity for this custom analysis.
- 14. When category rivalsclash Head-to-Heads @System1GroupSystem1Group.com
- 15. Harry’s vs DollarShave Club Subscription razor services have taken off in a big way. Harry’s tells a straightforward brand story in a quirky way to get close to 3-Stars. Dollar Shave’s violent humour doesn’t perform quite as well. Both have the edge on mainstream rival Gillette, whose “Faces” ad was a low 1-Star.
- 16. Apple iPhone Xvs Samsung Galaxy S9 Both phone giants showed off their camera tech. Apple’s quick-edit, hip- hop themed ad left audiences confused and cold. Samsung’s lavish travel-themed ad fits better with what consumers use their phones for. It’s no masterpiece, but it easily beat Apple on the night.
- 17. Who made themost of a unique opportunity? Winners And Losers @System1GroupSystem1Group.com
- 18. “Good Odds”, SuperBowl 2018 top brand Ad FeelMore50 “Dogs”, Super Bowl 2016 top Ad overall FeelMore50 “Basketball”, IPA Effectiveness winner 1 2 3 4 5 The Best Ads Heineken’s “Now You Can” for its zero-alcohol 0.0 brand was the night’s only 4-Star ad. Storytelling, humour and a great central idea which defuses the ‘boring’ stigma attached to low-alcohol brands.
- 19. “Good Odds”, SuperBowl 2018 top brand Ad FeelMore50 “Dogs”, Super Bowl 2016 top Ad overall FeelMore50 “Basketball”, IPA Effectiveness winner 1 2 3 4 5 The Worst Ads Alpecin’s ad seems like an ironic pastiche of hard- sell personal care ads. But irony is a dangerous strategy – outside adland, people just don’t get it. Alpecin leads the pack of ads which blew their brand-building opportunity.
- 20. The audience washuge. The ads were typical. A handful of 3- and 4-Star ads, set to drive long-term growth. And several 1-Star ads – a missed opportunity. Ad Ratings is there, every day and night, to tell you which ads are which.
- 21. “Half the moneyI spend on advertising is wasted; the trouble is I don't know which half?” John Wanamaker, 1918 “You will soon…” Ad Ratings Launch, 2018
- 22. Industry’s most predictive/validatedAd-effectiveness metrics STAR Rating of long-term profit SPIKE Rating of short-term ROI FLUENCY Rating of branding strength All US/UK TVCs past year in top 25 categories Every new TVC (available next-day) Ad spend by Ad/Brand/Co./Category Ad spend-weighted Ratings League tables of best Ads Online access, any device Launching in Summer 2018
Editor's Notes
- #10 Taking this same system and our desire to scale this out we also have been up to working with a partner to stack on media spend. What we see here are a couple different things first that the majority of ads we’ve tested are 1 and 2-star. AND that a similar figure is being spent on those ads too. Which means there is so much white space we can see now to grow and do better
- #11 Taking this same system and our desire to scale this out we also have been up to working with a partner to stack on media spend. What we see here are a couple different things first that the majority of ads we’ve tested are 1 and 2-star. AND that a similar figure is being spent on those ads too. Which means there is so much white space we can see now to grow and do better
- #12 Taking this same system and our desire to scale this out we also have been up to working with a partner to stack on media spend. What we see here are a couple different things first that the majority of ads we’ve tested are 1 and 2-star. AND that a similar figure is being spent on those ads too. Which means there is so much white space we can see now to grow and do better
- #13 Taking this same system and our desire to scale this out we also have been up to working with a partner to stack on media spend. What we see here are a couple different things first that the majority of ads we’ve tested are 1 and 2-star. AND that a similar figure is being spent on those ads too. Which means there is so much white space we can see now to grow and do better
- #14 Taking this same system and our desire to scale this out we also have been up to working with a partner to stack on media spend. What we see here are a couple different things first that the majority of ads we’ve tested are 1 and 2-star. AND that a similar figure is being spent on those ads too. Which means there is so much white space we can see now to grow and do better