The England v Croatia FIFA World Cup semi-final on July 11 2018 attracted 30 million viewers. It was the largest commercial TV audience in UK history. But did advertisers make the most of the opportunity? At System1 we're rating every single US and UK TV Ad since May 2017, in 25 of the top advertised categories. That’s around two-thirds of all ads. If you're interested in trialling Ad Ratings, please fill out your information here: http://pages.system1research.com/s1r-ad-ratings-pilot

1. The England v Croatia 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 Ad Ratings 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”, Super Bowl 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 21 brands* 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 could get 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
The Ads
@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 rivals clash
Head-to-Heads
@System1GroupSystem1Group.com

15. Harry’s vs Dollar Shave 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 X vs 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 the most of a unique
opportunity?
Winners And Losers
@System1GroupSystem1Group.com

18. “Good Odds”, Super Bowl 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”, Super Bowl 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 was huge. 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 money I
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/validated Ad-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